Research On The Factors Influencing The Adoption Of Users In E - Commerce Enterprises

With the development of e-commerce business, the emergence and prevalence of e-commerce recommendation system(RS) is inevitable. It can help the user focus on the product which meet their need, then make the decision of buying it. So far, the Chinese scholars focused on improving recommendation techniques, the study on individual behavior of adopting RS needs more attention. By understanding customer adoption behavior on RS, providing advice and suggestions for the design and implement of RS is necessary.Firstly, this study summarized the related theory and current research about RS. Then, on the basis of UTAUT and the detailed question, the paper rebuilt the model and proposed the assumptions about consumer adoption of RS. Then a questionnaire was made to deal with the data. Finally, after convergence estimates and assessment of normality, reliability and validity, this paper verified the model and the assumptions, then analyzed multi-group of gender variable. As a result, performance expectancy, social influence, trust are the factors influencing user behavioral intention especially significant were the effects of trust. Effort expectancy is no longer expected to act on the behavioral intention. Compatibility have influence on performance expectancy, effort expectancy and trust especially the compatibility have significant impact on the trust. Besides, trust have influence on performance expectancy with effort expectancy have no impact on it. On the multi-group of gender variable, There is no differences on variable coefficient between male and female. Finally, this paper provided suggestions for the RS: improve the user performance expectancy on RS; enhance the user trust on RS; use the social influence factor for recommendation.