Research On Influence Factors Of Users' Information Adoption Of O2O Personalized Recommendation

O2O electricity business model is a combination of online Internet and offline business services and products.In recent years,the rapid development of the O2 O electricity business attracts more and more products and services to join the model,and the number of users is also growing rapidly.In order to allow users to save time and effort to find their own needs of products and services,effective personalized recommendation technology is essential.Although e-commerce personalized recommendation algorithm is in continuous improvement and optimization,but most of them are based on B2 B and B2 C mode.O2 O has its own characteristics,can not copy the personalized recommendation technologyof other business model,and now O2 O electric business personalized recommendation technology is not so ideal.For users,the effects of O2 O personalizationrecommended on the Internet purchase decisionis a process that allowing users to adopt the recommended information to help users make purchasing decisions.O2 Opersonalized recommendation send information what is included the product or service attribute information to the user.Whether the user will receive specific information recommendation and what factors will affect information adoption,still need a further research.On the basis of the theory analysis about personalized recommendation services and information adoption,this article references existing industry technology acceptance model and information adoption model,integrated features of O2 O model,proposingincentive information,recommendation accuracy,perceived risk,subjective norm as an external variable,performance expectations and expect to easy use an intermediate variable,and agree that the user adoption behavior is completely determined by the willingness to adopt.Based on the view it build O2 O personalized recommendation user information adoption factors mode.Then designed and distributed questionnaires andrigorously screenquestionnaires,weeding out the questionnaire that does not meet the requirements,such as random answer and so on.Thentest whether questionnaire design is reasonable by theanalysis of data reliability and validity.After completion of the test,the sample data is analyzed through the structural equation,and the assumptions are also verified and modified.Finally,thisresearch think:information incentive,recommendation accuracy,expected performance and easy use expectation have a direct positive impact on willingness to adopt the recommendation information.Subjective norm influences the adoption intention through positive influence on performance expectation.Information incentive affects the adoption intention through performance expectations.The accuracy of recommendation affects the adoption intention through easy use expectations.But perceived risk significantly hinder users to adopt personalized recommendation information.Finally,it analyzes and explains the final model,and puts forward some suggestions for the improvement of the personalized recommendation service of O2 O e-commerce website,and summarizes the deficiencies of this study and the prospects for future research.