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The research model is tested using data collected via an online survey from 626 existing users of OPRs in 15 different countries.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The empirical results revealed that continuous trust is shown to be a significant predictor of customers\u2019 intention to continue OPRs use for future purchases. Additionally, the customers\u2019 perceived confirmation and continuous trust positively influence their perceived usefulness and satisfaction with the OPRs, which subsequently influence customers\u2019 OPRs continuous usage intention.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Research limitations\/implications<\/jats:title><jats:p>The saliency of continuous trust and usefulness of OPRs present e-retailers with potential fruitful areas to shape future usage of OPRs. In addition, e-retailers must understand that improving the OPR usefulness on its own may not lead to OPRs continuous usage until OPRs trustworthiness is not continually improved. OPRs itself may be convenient and useful, but trustworthy OPRs will pay stronger dividends for customer satisfaction and OPRs\u2019 continuous usage.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>The incorporation of continuous trust into the IS continuance model offers a new theoretical lens and an alternative explanation for the OPR continuous usage intention. This study stands in contrast to the large majority of research concerning initial trust and OPRs adoption, in that it focuses on continuous trust (as opposed to initial trust) and on a customers\u2019 OPRs continuous usage intention as opposed to the initial adoption decision.<\/jats:p><\/jats:sec>","DOI":"10.1108\/oir-05-2018-0156","type":"journal-article","created":{"date-parts":[[2020,5,19]],"date-time":"2020-05-19T07:58:33Z","timestamp":1589875113000},"page":"745-766","source":"Crossref","is-referenced-by-count":44,"title":["The role of continuous trust in usage of online product recommendations"],"prefix":"10.1108","volume":"44","author":[{"given":"Muhammad","family":"Ashraf","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Jamil","family":"Ahmad","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Wareesa","family":"Sharif","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Arslan Ali","family":"Raza","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Muhammad","family":"Salman Shabbir","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Mazhar","family":"Abbas","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Ramayah","family":"Thurasamy","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","reference":[{"issue":"2","key":"key2020062312390444500_ref001","doi-asserted-by":"crossref","first-page":"179","DOI":"10.1016\/0749-5978(91)90020-T","article-title":"The theory of planned behavior","volume":"50","year":"1991","journal-title":"Organizational Behavior and Human Decision Processes"},{"issue":"3","key":"key2020062312390444500_ref002","doi-asserted-by":"crossref","first-page":"411","DOI":"10.1037\/0033-2909.103.3.411","article-title":"Structural equation modeling in practice: a review and recommended two-step approach","volume":"103","year":"1988","journal-title":"Psychological Bulletin"},{"issue":"8","key":"key2020062312390444500_ref003","doi-asserted-by":"crossref","first-page":"1485","DOI":"10.1287\/mnsc.1110.1370","article-title":"Deriving the pricing power of product features by mining consumer reviews","volume":"57","year":"2011","journal-title":"Management Science"},{"issue":"12","key":"key2020062312390444500_ref004","doi-asserted-by":"crossref","first-page":"1259","DOI":"10.1080\/0144929X.2019.1583285","article-title":"System- vs. consumer-generated recommendations: affective and social-psychological effects on purchase intention","volume":"38","year":"2019","journal-title":"Behaviour & Information Technology"},{"key":"key2020062312390444500_ref005","article-title":"System generated recommendation vs consumer generated recommendation: a differential effect on consumers beliefs and behavior in e-commerce transactions","volume-title":"Pacific Asia Conference on Information System, Malaysia. 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