The Research Of Using Product Recommendation On Consumers’ Intention Under The SoloMo Context

With the widely popularity of mobile terminals and the development of “big dataprocessing” and "cloud technology",a new concept called SoLoMo emerged. The conceptcombines sociality, localization and mobility together, emphasizes that the combinationwill be the development direction of mobile internet. The emergence of SoLoMo modebrings opportunity to the localization businesses, it’s a good method to use productrecommendation through the platform of SoLoMo to realize exact-marketing. But theempirical research on the case of product recommendation service is relatively scarce, sothis article will discuss consumers’ intention to use product recommendation under theSoLoMo Context.Based on the previous literature review of product recommendation, technologyacceptance model and the related influencing factors, compared with the productrecommendation under traditional electronic commerce, this paper refined the attributes ofproduct recommendation under SoLoMo context and built a conceptual model.In theconceptual model, four factors(perceived reduction of searching effort, perceived accuracy,perceived special treatment and perceived social benefit) influence consumers’ usingintention through perceived usefulness. Moreover, there are another two factors (perceivedcontrol and perceived institution assurance) influence consumers’ using intention directly.In addition, the paper discussed the moderating effect of familiarity to the model. The datawas collected through the network questionnaire. In addition, reliability and validity test,confirmatory factor analysis, structural equation model test and moderator variable testwere conducted to test the proposed model.Study results showed that consumers’ perceived reduction of searching effort,perceived special treatment and perceived social benefit influence consumers’ usingintention through consumers’ perceived usefulness. Furthermore, consumers’ familiarityto the social network has significantly moderating effect on the relationship between perceived accuracy and perceived usefulness, perceived social benefit and perceivedusefulness, perceived control and using intention. Based on these findings, this studyprovides some marketing suggestions for product recommendation service provider underSoLoMo context.