9th Student Research Conference in Marketing (SRCM) - 2025
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/29644
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Item Investigating the Impact of Recommendation System Effectiveness on Customer Experience in Sri Lankan E-commerce Marketplaces: The Moderating Role of Shopping Goal(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Dilshan, G. D.; Udovita, P. V. M. V. D.With the rapid growth of e-commerce in Sri Lanka, personalized shopping experiences have become a key driver of customer satisfaction. This study examines the relationship between recommendation system effectiveness and customer experience in Sri Lankan e-commerce marketplaces. It explores how factors such as accuracy, diversity, serendipity, and response time influence customer experience, while also investigating the moderating role of shopping goals. A positivist research paradigm and a deductive approach were adopted, employing a quantitative research methodology. Primary data were collected through a structured questionnaire consisting of 15 questions, administered to e-commerce users in the Western Province of Sri Lanka (Colombo, Gampaha, and Kalutara districts). A total of 335 valid responses were obtained. Hypotheses were developed based on existing literature and tested using IBM SPSS 30. The results indicate that recommendation system effectiveness significantly impacts customer experience, with system response time being the most influential factor. Diversity and serendipity also exhibit positive and statistically significant relationships with customer experience, enhancing engagement and satisfaction. However, accuracy demonstrated a comparatively weaker effect, possibly reflecting the exploratory nature of Sri Lankan consumers. The moderating role of shopping goals was found to be statistically insignificant, suggesting that many users engage in browsing behavior without a predefined shopping intention. The study's cross-sectional design limits the ability to observe changes in consumer behavior over time, which is particularly relevant in Sri Lanka’s evolving e-commerce landscape. The use of convenience sampling may introduce biases, reducing the generalizability of findings. Additionally, the study focused on four sub-dimensions of recommendation system effectiveness, potentially overlooking other influential factors. The study extends the understanding of recommendation system effectiveness in Sri Lankan e-commerce marketplaces, emphasizing the importance of optimizing speed, diversity, and serendipity over accuracy. It challenges the traditional focus on accuracy in recommendation systems and highlights the need for dynamic, exploratory shopping experiences. Practically, e-commerce platforms should prioritize recommendation diversity and unexpected suggestions to enhance customer engagement and retention. By integrating personalized and serendipitous recommendations, businesses can improve customer experience and satisfaction, catering to both goal-oriented and exploratory shoppers.