A Study Of The Impact Of Personalized Recommendation Systems On Consumers' Willingness To Purchase

With the rapid development of electronic commerce, the market competition of shopping website is increasing. Some websites in order to save online shopping consumers search time and stimulate the potential needs of online shopping consumers, development and use of personalized recommendation system. What is the influence of the marketing technology on the purchase intention of online consumers is the theme of the paper.First of all, the paper of personalized recommended system, consumers purchase intention and consumer trust in the related literature at home and abroad are reviewed,and in the review will be the basis of personalized recommendation system characteristics summarized as schedule information, detailed information, information reliability and strength of recommendation, visual cues and website image six main aspects.Secondly, from the shopping website personalized recommendation system of six characteristics, consumer trust and online shopping consumer purchase intention relationship proposed conceptual model, and the structural equation method inspected this model. Test results show that trust is the most important factor affecting the purchase intention of online shopping consumers. In the antecedents of consumer trust,the arrangement of information reliability and information on consumer online shopping trust most significant. Detailed information on the degree of has a significant influence on online shopping consumer trust attitude. In addition to trust is a significant factor affecting consumer purchase intentions, information reliability,information layout and the image of the site also can directly affect the willingness of consumers to purchase. Among them, the degree of information reliability is second only to trust, and the second is the information layout and website image.Finally, according to the above conclusions, this paper puts forward some suggestions for the establishment of personalized recommendation system based on shopping website. At the same time, the paper also points out the shortcomings of the study and the direction of further research in the future.