Evaluating Recommendation System Effectiveness on Customer Experience in Sri Lankan E-commerce: The Moderating Role of Shopping Goal

This study evaluates the effectiveness of recommendation systems specifically through four dimensions: accuracy, diversity, serendipity, and system response time and their influence on customer experience within Sri Lankan e-commerce marketplaces. Drawing on the Technology Acceptance Model (TAM) and the Online Customer Experience (OCE) framework, the study further examines the moderating role of shopping goals in shaping these effects. Based on a survey of 335 e-commerce users in the Western Province of Sri Lanka revealed that diversity, serendipity, and response time significantly contribute to a positive customer experience, while the effect of recommendation accuracy was comparatively weaker. The moderating role of shopping goals showed a limited but directionally positive influence. The theoretical and practical implications of the study are discussed.