Customer Satisfaction Research On Mobile E-Commerce Recommendation System

With the development of background of the Internet technology,especially 4G network and wireless network popularization.The appearance and popularity of mobile e-commerce recommendation system(RS)can help customers efficient screening of needed goods and services.The present,many scholars focus on the technical improvement of the RS,and the analysis of the mobile e-commerce RS from the perspective of the customer needs to be further studied.Through the research of the customer satisfaction of the mobile e-commerce RS,we can provide some advice and suggestions for the enterprise.This study is based on the D&M model to explore the factors affecting customer satisfaction of mobile e-commerce RS.First of all,this paper summarizes the theoretical basis and research status of three major parts of mobile e-commerce RS,customer satisfaction and D&M model.Secondly,according to the specific problems and D&M model,the SCSI model of the study,constructed the theoretical model of this research and defines 7 related concepts and design the corresponding measurement scale,11 research hypotheses are puts forward.Thirdly,the sample data is obtained by questionnaire survey.Using SPSS and AMOS software as the main tool of analysis,research on reliability,validity and data of normal distribution,using path analysis to verify the rationality of the model and hypothesis.It also analyzes the different effects of gender and consumption experience.Finally,this paper puts forward some suggestions for the development of enterprise mobile e-commerce RS,to improve customer satisfaction and loyalty.