{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,8,15]],"date-time":"2026-08-15T04:34:30Z","timestamp":1786768470959,"version":"3.56.0"},"reference-count":117,"publisher":"Emerald","issue":"3","license":[{"start":{"date-parts":[[2020,4,2]],"date-time":"2020-04-02T00:00:00Z","timestamp":1585785600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["OIR"],"published-print":{"date-parts":[[2020,4,2]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>Collaborative filtering based recommender systems (CF\u2013RS) are widely used to recommend products based on consumers' preference similarity. Recommendations by CF\u2013RS merely provide suggestions as \u201cpeople who bought this also bought this\u201d while, consumers are unaware about the source of these recommendations. By amalgamating CF\u2013RS with consumers' social network information, e-commerce sites can offer recommendation from social networks of consumers. These social network embedded systems are known as social recommender systems (SRS). The extant literature has researched on the algorithms and implementation of these systems; however, SRS have not been understood from consumers' psychological perspective. This study aims to qualitatively explore consumers' motives to accept SRS in e-commerce websites.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>This qualitative study is based on in-depth interviews of frequent online shoppers. SRS are currently not very widespread in the Indian e-commerce space; hence, a vignette was shown to respondents before they responded to the questions. Inductive qualitative content analysis method was used to analyse these interviews.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>Three main themes (social-gratification, self-gratification and information-gratification) emerged from the analysis. Out of these, social-gratification acts as an enabler, while self-gratification along with some elements of information-gratification act as inhibitors towards acceptance of social recommendations. Based on these gratifications, we present a conceptual model on consumer's acceptance of social recommendations.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This study is an initial attempt to qualitatively understand consumers' attitudes and acceptance of social recommendations on e-commerce websites, which in itself is a fairly new phenomenon.<\/jats:p><\/jats:sec>","DOI":"10.1108\/oir-05-2018-0177","type":"journal-article","created":{"date-parts":[[2020,4,3]],"date-time":"2020-04-03T09:38:21Z","timestamp":1585906701000},"page":"723-744","source":"Crossref","is-referenced-by-count":18,"title":["Consumer acceptance of social recommender systems in India"],"prefix":"10.1108","volume":"44","author":[{"given":"Preeti","family":"Virdi","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Arti 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