Research On The Adoption Intention Of E-commerce Recommendation System Based On Perceived Value

The rapid development of e-commerce provides customers more choice opportunities in commodities,but also brings customers real difficulty obtaining needed information,increasing the cost of search for commodities.In order to solve this problem,e-commerce recommendation system came into being.E-commerce recommendation system is to alleviate the impact of information overload bringing to customers,help customers find commodities in need.However,a lot of e-commerce customers hold a negative reaction to recommendation system,how to enhance customers' intention to adopt recommendation system is the most important issue.The ultimate goal of this paper is to identify the factors of impacting customers' adoption of e-commerce recommendation system,for these factors this paper proposes measures to improve customers' adoption of e-commerce recommendation system,in order to improve personalized recommendation service quality of e-commerce site and customers' experience.In this paper,the perceived value as a starting point,the binding characteristics of e-commerce recommendation system to study factors affecting customers' perceived value,and on this basis to study the impact degree of customers' perceived value to the adoption intention.On the basis of related scholars' research,this paper selects key characteristics elements of recommendation system,including recommended accuracy,recommended diversity,recommended credibility and system involvement,also proposes dimensions of perceived value to the e-commerce recommendation system,including functional value,emotional value and social value.On this basis,the paper builds the theoretical model about characteristics of e-commerce recommendation system,customers' perceived value and customers' adoption intention,also makes relevant assumptions,including the impact of recommended accuracy,recommended diversity,recommended credibility and system involvement to customers' perceived value,and the impact degree of customers' perceived value to the adoption intention.To verify the model and the assumptions are correct,this paper regards recommended accuracy,recommended diversity,recommended credibility,system involvement functional value,emotional value,social value and adoption intention as survey variables.After fully considering the characteristics of e-commerce recommendation system,this paper designs corresponding measurement questions for each survey variable in order to form questionnaire.Through making questionnaire survey for customers with experience using e-commerce recommendation system,this paper makes reliability analysis,validity analysis and structural equation modeling analysis of questionnaire data,and checked proposed assumptions.The results show that recommended accuracy,recommended diversity,recommended credibility and system involvement have significant influences on customers' perceived value,and customers' perceived value has a significant positive influences on adoption intention.According to the conclusion,this paper proposes strategies and methods to improve customers' adoption intention to e-commerce recommendation system,for theoretical guidance of rapid development of e-commerce personalized recommendation service.