Study On The Influence Of Online Recommendation Service On Consumers' Willingness To Buy Offline In Large Shopping Malls

In recent years,online recommendation services have continued to develop under the influence of e-commerce.To enlarge the sales amount,not only e-commerce platforms use recommendation services to attract consumers,a large number of physical stores also began to use online recommendation services.In the current research,there are many researches on the algorithm design and optimization of online recommendation services,however,there are few Related literature research recommendation services from the perspective of consumers,and the research on online referral services in the context of offline consumer purchases is less.This article studies the mechanism of the online recommendation service on offline purchase intention of consumers from the perspective of consumers,which will help improve the design of recommendation services that are applied to offline purchases,and improve the information quality of recommendation service.This article based on the perspective of consumers,and combined with the technology acceptance model,VAM model and S-O-R model.We build a model of the online recommendation service to consumers' offline purchase intention,which takes the information features of online recommendation services as independent variables.According to the model,relevant assumptions are proposed.371 valid samples were collected through questionnaires,and hypotheses were tested and analyzed using SPSS23.0 software.Finally,it proposes some suggests about on-line recommendation services of physical stores,such as large shopping mall.The main conclusions are as follows: The information quality of online recommendation services is measured in terms of personalization,accuracy,and relevance.Accuracy and relevance can indirectly influence consumer offline purchase intention through perceived value and emotional experience.Personalization can only affect offline purchase intention by affecting perceived value Emotional experience and perceived value have a significant positive effect on consumer offline purchase intention,and emotional experience can indirectly affect the consumer's offline purchase intention through perceived value.The mall environment has a positive effect on the relationship between perceived value,emotional experience and offline purchase intention.Therefore,when physical stores and other entity stores adopt online recommendation services,they must not only pay attention to improving the information quality(personalization and accuracy)of online recommendation service,but also simultaneously improve the environment of shopping malls.In this way,consumers' value perception and emotional experience of online recommendation services are enhanced,information adoption of online recommendation services is promoted,and purchase intention is promoted,and offline purchases are then implemented.