TPB for Recommender System in Iran retail sector

Rise of ecommerce, which followed by Internet, has created some complexities in most industries. Retail was not exempt from these obstacles. To overcome the information overload for Internet shoppers, several Recommender Systems (RS) have been developed. RS monitor the past actions of a group of customers to make a recommendation to individual members of the group to mitigate the problem of vast product information. The main issue is adoption and implementation of RS to be suitable for society and avoid wasting time, energy and cost. Therefore, we compare several models of acceptance and introduce the critical and main parameters of an acceptance model, which guarantee the result of RS employment. To verify the validity of the parameters, an extended model of Theory of Planned Behavior (TPB) acceptance has been provided for a case of the retail industry in IRAN.