Research On Recommendation Mode Of Mobile Commerce Based On User Experience

In recent years,with the rapid development of service economy and the internet technology,mobile communication technology and information technology mature,with mobility,convenience,instant namely responsiveness and personalized service as the unique feature of mobile business(hereinafter referred to as MC)has become the mainstream mode of e-commerce development,the personalized recommendation system has also become to enhance user satisfaction shopping,enhance the competitiveness of enterprises a weapon.However,due to the increasing content of information,the problem of "information overload" makes mobile commerce shopping websites fail to provide users with a good shopping experience process and results.Therefore,to the user experience perspective,analysis of psychological and behavioral characteristics of mobile commerce user,based on the technology acceptance theory,summarize and verify the impact of mobile commerce user use recommendation system for shopping decision perception and experience factors,and according to the user experience process and perception factors to establish the MC recommendation mode,which is to enhance the mobile commerce users shopping experience,improve customer loyalty and strengthen their competitiveness,has very important theoretical and practical significance.Based on the existing research of user experience,mobile commerce and mobile recommendation,this paper defines the meaning of user experience in mobile commerce environment and expounds its characteristics.Based on the analysis of shopping driving factors,purchasing decision-making process and behaviors of mobile commerce users,this paper studies the main perceptual experience elements which affect the acceptance and use of recommended functions by mobile commerce users based on TAM,and builds user experience and mobile commerce recommended mode relationship model,and reveals the influence degree andmechanism of user experience perception factors on mobile commerce recommendation mode.On this basis,based on the user shopping decision-making behavior process and its experience elements,the overall framework of MC recommendation model based on user experience is designed,which is composed of personalized context,trust and diversity.Based on the connotation and determination of personalized context under the mobile commerce environment,this paper constructs a mobile commerce recommendation mode based on personalized context.The main contents include:according to the characteristics of the mobile commerce environment,using the tree structure diagram to build the context model of mobile commerce environment,so as to explicitly influence the context elements of the instant messaging needs of MC users.The personalized profile is established by using the training set method combined with the personalized context theory and the context element model.Based on the context pre-filter theory,the establishment of mobile business personalized context recommended mode.According to the connotation and characteristics of social network trust in mobile commerce environment,constructed the recommendation mode of MC based on trust.The main contents include: according to the characteristics of rich trust,MC recommendation mode based on rich trust information is constructed from the two dimensions of direct trust and indirect trust,according to the sparse trust features,MC recommendation mode based on sparse trust information is established from the two dimensions of aggregate trust and co-trust.Based on the connotation and realization of diversity recommendation under the mobile commerce environment,constructed the recommendation mode of MC based on diversity.The main contents include: combining the long tail theory,designing the diversity recommendation process,according to the diversity recommendation principle,from the project accuracy,popularity and freshness of three dimensions to establish diversity recommendation strategy based on freshness measurementOn the basis of the above research,the correctness and applicability of MC recommendation mode design based on user experience are verified by hornets nest tourism network.Firstly,this paper introduces the background of the hippocampus tourism network,and divides the tourism context dimension of the hornet nest in the context spot.Secondly,taking the college students of Harbin University as theresearch object,the personalized context recommendation mode,the trust recommendation mode,the overall diversity recommendation mode for practical application.The empirical results verify the practicality and rationality of MC recommendation model based on user experience.In this dissertation,the study of MC recommendation mode based on user experience not only helps to meet the immediate personalized needs of mobile business users,but also improves the loyalty of users,improves the service level of mobile operators,strengthens the competitiveness of enterprises,to promote the development of mobile e-commerce has important theoretical value and practical significance.