The Empirical Research Of The Network Commodity Recommendation Information Impact On Consumer Purchasing Behavior Based On The Big Data

With the development of Internet, shopping online makes people’s purchase behavior have had the huge change, and become an indispensable part of their daily life. Before shopping online, consumers need to have a comprehensive understanding of the commodity. Therefore, commodity information is an important effect on consumers’ purchase decision. However, with the continuous development of E-Commerce, the volume of commodity information increase rapid, huge commodity information bring great distress to the consumers’ purchase decision. At the same time, with the improvement of life level, consumers heterogeneity in demand for goods to further increase. Therefore, how to help consumers select a satisfied and personalized commodity from a number of goods is particularly important.“Big data” era, Internet users produce data in every hour and every moment. E-commerce enterprises and shopping websites search, capture, analysis and process data in the complex environment. According to the consumers’ history of viewing records, purchasing records and so on, the enterprises and websites can judge the consumers’ needs, interests and hobbies, and ensure commodity and service of precision recommendation. The innovation of the study lies in the age of big data as the research background of empirical research on consumers’ purchase behavior has a strong practical value.Based on the consumers’ point of view, the study analysis the influence of network commodity rankings, number of mouth and word-of-mouth communication direction on consumers’ purchasing behavior. The study releases the questionnaires using online survey platform, and recover 255 valid questionnaires in total. Through censusing and analysing of the questionnaires, confirmed that network recommend commodity rankings, numbers of word-of-mouth and word-of-mouth communication direction influent consumers’ purchasing intention positive, and consumers’ purchase intention positively influent consumers’ buying behavior. Product involvement in network recommend commodity rankings, word-of-mouth direction plays a significant positive regulatory impact on consumers’ purchasing intention, and the numbers of word-of-mouth plays a negative significant regulatory role on consumers’ purchasing intention. The conclusion of the study provides reference to electronic business enterprises and shopping websites’ managers to develop competitive marketing strategy and scientific management.