Research On The Influence Of The Recommendation Agent System And Customer Loyalty In The Electronic Commerce Website

In recent years, with the dramatic development of e-commerce, online shopping has become a popular consumption patterns, attracting more and more people join the network shopping. The number of users and items in the e-commerce websites are constantly increasing, and information resources are expanding, which allow customers access to their own useful information becomes increasingly difficult from the complex information, prone to difficulties in customer choice, unsatisfied with the choice and purchase delays and other issues. As a result, many e-commerce sites introduce the recommendation agent system to solve the problem of Internet information increasingly jumbled. The recommendation agent system is a information system which nested within e-commerce websites and served as "Virtual Advisor", it through the input, the recommended method processing and output to provide the site’s customers with various forms of recommended information and guide customers complete their online shopping conveniently and quickly.It is in this background, this paper bases on previous researches on ACSI and TAM model, and set up eight variables to build the model from the aspects of recommendation result quality, customer perceived value, customer satisfaction and customer loyalty, etc,which study the impact between the recommendation agent system and customer loyalty.Then, the paper build 10 theory hypothesis and the structural equation model on the basis of literature research and empirical analysis, and carry out investigations on the Internet users. In the data analysis, the paper adopts the softwares of SPSS 17.0 and AMOS7.0 to test and analyze the collected sample data. The results show that customer perceived usefulness and perceived ease of use have a significant impact on customer loyalty, customer satisfaction has a significant impact on customer loyalty, recommendation accuracy of the results has a significant impact on customer perceived usefulness, the information arrangement has a significant impact on customer perceived ease of use, the information overload adversely affect perceived ease of use, however, the recommendation result diversity has no significant impact on customer perceived usefulness.