Ashraf, Muhammad; Ahmad, Jamil; Sharif, Wareesa; Raza, … - In: Online Information Review 44 (2020) 4, pp. 745-766
Purpose: This study examines the role of continuous trust (i.e., a trust that develops over time as a result of continuous usage interactions) in determining customers' intention to continue using online product recommendations (OPRs). Design/methodology/approach: Based on information system...