THE INFLUENCE OF E-COMMERCE RECOMMENDATION SYSTEM ON CONSUMER PURCHASE INTENTION IN CHINA-TAKING TAOBAO AS A CASE

Abstract

The rapid development of the Internet has greatly broadened people's access to information, but also brought a lot of problems. For example, in the e-commerce platform, product information is too much to be accepted, processed and effectively used, which leads to the low purchase intention of consumers and other situations. As an important information filtering technology, electronic recommendation system uses certain algorithm rules to find out users' needs and actively recommend product information and content to users through studying users' interests and preferences. As a highly interactive digital information service, recommendation system has been paid more and more attention by e-commerce platform.

The recommendation system of e-commerce platform explores users' interests and preferences for different types of goods and stores by studying users' behaviors on their websites, and recommends products and stores that users may be interested in. Based on relevant statistics, this paper chooses Taobao.com, the no.1 e-commerce platform in China, as the research object. The platform has taken the recommendation system as an important part of its sales, which has high research value.

This paper proposes a conceptual model based on the relationship between the four characteristics of the recommendation system, visual cues, strength of recommendation, information quality and personalization, and conducts an empirical analysis by using the questionnaire method. 236 questionnaires have been received and the model is tested by the verification method.

The results show that visual cues, information quality and personalization are the most important factors influencing consumers' purchase intention, and have a significant positive correlation with consumers' purchase intention. As a result, the visual cues from the electronic commerce recommendation system, information quality and personalized for Taobao and similar e-commerce platform put forward some Suggestions, in order to improve the work efficiency and benefit, provide a basis for improvement in the design of the electronic commerce recommendation system, better shopping experience for the user, as a platform to convert more economic benefits.