THE INFLUENCE OF PERSONALIZED RECOMMENDATION INFORMATION ON CHINESE E-COMMERCE CONSUMERS’ PURCHASE INTENTION
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Abstract
It is of great signifcance for e-commerce websites to carry out more efcient online marketing activities, including the development of a personalized recommendation system to better deliver the commodity information that meets the individual needs of consumers. Based on the existing literature about the impact of personalized recommendation information on e-commerce websites for commodity sales, this study used the S-O-R model as the theoretical basis to build a theoretical framework concerning the impact of personalized recommendation information on consumers’ purchase intentions. The theoretical framework for the influence of personalized recommendation information on consumers’ purchase intentions was constructed according to the data collected from a questionnaire survey through the structural equation model method to verify the proposed theoretical model and relational assumptions. The results of this study showed that personalized recommendation information had a signifcantly positive effect on user loyalty. Personalized recommendation information also had a substantially positive influence on consumer purchase intentions. User loyalty had a signifcantly positive effect on consumers’purchase intentions and played a mediating role in the influence of personalized recommendation information on consumers’ purchase intentions. The theoretical contribution of this study revealed a new path for the impact of personalized recommendation information on consumer purchase intentions, thus providing important theoretical support for future research concerning consumer behavior on e-commerce platforms.
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