Research On The Influencing Factors Of Product Recommendation Intention From A Altruism Perspective

In the age of social media,consumers gradually shift from the role of information receiver to the role of information creator and communicator.In the complex network of recommended marketing,product recommendation is the important and core link of the dissemination of recommendation information from one propagation node to another.Therefore,consumers' recommendation intention is the driving force for the continuous expansion of the recommendation network.In order to achieve sustainable and healthy social recommendation mode,it is necessary to meet the altruistic premise,that is,recommendation behavior is based on altruistic motivation.However,the influencing factors and the mechanisms of consumer product recommendation intention in social network environment have been neglected,and there was no research on the altruistic recommendation model.This study enriches and expands the theory of dissemination and altruistic behavior to some extent.Based on this,it proposes the basic framework of the formation theory of altruistic product recommendation intention,and provides new research perspectives and research ideas for future research.The main innovations of this study are as follows:(1)It initially reveals the influencing factors and its mechanism of consumer product recommendation intention in social recommendation environment.Through large-scale empirical research,this article identifies the factors affecting the product's recommendation intention,which contains factors related to the product itself,the recommender factor,the recipient factor,and the environmental factor.The results show that five factors,product appeal,tie strength,perception of altruistic motivation of the recommender,altruism desire of the recommender,and interactivity positively influence the product recommendation intentions of consumers.Product appeal can positively influence the recipient's perception of altruistic motivation of the recommender,and can directly affect the product's recommendation intention.That is,the perception of altruistic motivation of the recommender is partially intermediated in the process of product attraction affecting product recommendation intention.Tie strength can only influence consumers' product recommendation intention through the recipient's perception of the altruistic motivation of the recommender,i.e.the latter is the complete intermediary of the former.(2)The "delivery effect of altruistic recommendation" of perceived altruistic motives affecting product recommendation intention in social product recommendation was found.The" delivery effect of altruistic recommendation" outlines the phenomenon in which consumers are grateful for feeling the altruistic motive of the recommender,and then generate altruistic motives to help third-party individuals.As in this study,when the recommendation information recipient feels that the altruistic motivation of the recommender is stronger,the willingness to recommend the product is more intense.The finding of this effect shows that pro-sociality plays a very important and crucial role in the formation and dissemination of recommendation intentions.