Research On Key Elements Of Mobile Device Users Accepting Merchandise Recommendation

With the popularity of smart phones, upgrade of mobile network environment, the mobile network ear has come all-round. Users can realize the communication, social contacts, search, entertainment and other functions through multiple Apps on mobile terminals. As mobile phones are very portable and can be real-time online, uses have become more dependent and been spending much more time on them in recent one or two years. Traditional e-commerce companies have also switched all their focus on mobile terminals by developing their own mobile applications. More and more users browse commodity information and purchase via mobile phones. Mobile e-commerce applications are growing rapidly among overall business. But due to the problem of information overload, users are difficult to find appropriate goods through traditional search. Merchandise recommendation, as a solution for information overload, can make personalized recommendations for uses by recording their history data and real-time activities, analyze their habits and preferences.This paper, through intensive study of the related domestic and overseas literatures, makes research on those key elements of the users’ acceptance of goods recommendation such as brand trust, reliability, convenience, interaction, and interface. This paper also develops the research model by combining information acceptance theory, involvement theory, and cognition difference theory. Last, this paper designs structured questionnaire, makes empirical analysis of the model and statistical data by using SPSS and AOMS software, and verify if the hypothesis model is established.Through study we found that:More-involved adaptors model, More-involved innovators model, Less-involved innovators model, Less-involved adaptors model, have much different attitudes on brand trust, reliability, convenience, interaction, and interface. This paper makes suggestions on the optimization of mobile recommendation system.