The Factors Influencing Continuous Intention to Adopt E-commerce Recommender System: The Mediating Role of Trust in Technology in Henan, China

The exponential growth of e-commerce in Henan, China necessitates a deeper understanding of the factors influencing the continuous intention to adopt recommender systems, a crucial tool in enhancing online shopping experiences. This research aims to fill a knowledge gap in the Chinese e-commerce landscape, specifically in Henan, by investigating the unique cultural, social, and economic factors shaping user behavior. Building on a comprehensive literature review, the study identifies cultural orientation, privacy concerns, and user experience as critical drivers of recommender system adoption. Trust in technology emerges as a mediating factor influencing users' continuous intention. The primary objectives are to investigate the factors impacting continuous intention to adopt recommender systems and examine the mediating role of trust in technology. The anticipated findings will not only contribute to the broader understanding of consumer behavior in a rapidly growing digital market but will also provide practical recommendations for businesses to optimize their recommender systems, ultimately fostering increased sales in the Henan's e-commerce landscape