The Effect Of E-commerce Website Product Recommendation Information On Customer Purchase Intention

Since the 21 st century,China's economy has developed rapidly and e-commerce has emerged.After more than ten years' development,China's e-commerce companies have flourished,and online shopping has become a topic that people are familiar with.With the rapid pace of life,many consumers like online shopping.However,every time you open a shopping website,there will be a huge amount of merchandise information which will make consumers lose patience.But consumers hope to buy the goods they need in a short period of time.Although e-commerce companies have developed personalized recommendation systems to recommend product information to consumers,most of them focus on the performance and mechanism of the recommendation system but ignore the quality of the recommendation information itself.In order to occupy a place in the fierce competition environment,e-commerce companies must pay attention to the design and arrangement of product recommendation information,so personalized recommendation systems can play a greater role.This study firstly browses the basic documents such as product recommendation information,customer purchase intention,perceived usefulness,product involvement,etc.After the model is built,the research hypothesis of this paper is put forward.It is necessary to interpret variables,design measurement scales,form initial questionnaires,conduct pre-research,and analyze the influencing factors to explore whether the recommendation information has an effect on the customer's willingness to purchase,whether the customer's perceived usefulness plays a mediating role and whether the product involvement degree plays a regulatory role.Finally,the data was obtained in the form of questionnaires.255 valid questionnaires were retrieved through paper and network.Based on the questionnaire samples,SPSS23.0 was used for reliability and validity analysis,correlation analysis and regression analysis,etc.Through empirical analysis,this study finds that the information layout,visual attraction,reliability,detail and personalization of online shopping recommendation information positively affect the perceived usefulness.Moreover,information layout,visual attraction,reliability and personalization can directly affect the customer purchase intention and can also influence it through the perceived usefulness.The product involvement plays a regulatory role in the process of the influence of the recommendation information on customer perceived usefulness and customer purchase intention.This paper deeply discusses the influence of the characteristics of the product recommendation information of the shopping website on the customer's purchase intention,encourages the e-commerce enterprise to make best use of the recommended information,enhances the perceived usefulness,and finally enhances the customer's willingness to purchase.This paper recommends that enterprises improve the quality of recommendation information,and at the same time invest different information design costs for products that have different product involvement,save enterprise costs and improve enterprise competitiveness.