电商平台个性化推荐信息对中国消费者购买意愿的影响研究
##plugins.themes.bootstrap3.article.sidebar##
##plugins.themes.bootstrap3.article.main##
摘要
个性化推荐系统如何更好的把符合消费者个体需求的商品信息传递给消费者，对电商网站开展更有效率的在线营销活动具有重要的意义。本研究在梳理现有关于电商网站个性化推荐信息对商品销售影响的研究文献基础上，运用 S-O-R 模型为理论基础，构建了个性化推荐信息对消费者购买意愿影响的理论模型框架，采用问卷调研回收的数据通过结构方程模型验证了所提出的理论模型及关系假设。结果表明，个性化推荐信息对用户粘性具有显著的正向影响作用；个性化推荐信息对消费者的购买意愿具有显著的正向影响作用；用户粘性对消费者的购买意愿也具有显著的正向影响作用；用户粘性在个性化推荐信息对消费者购买意愿的影响关系中具有部分中介作用。本研究理论贡献揭示了电商平台个性化推荐信息对于消费者购买意愿影响的新路径，为今后研究电商平台消费者行为提供了重要的理论支撑。
##plugins.themes.bootstrap3.article.details##
Chinese Journal of Social Science and Management Editorial Division
The Office of Research and Development, Panyapiwat Institute of Management
85/1 Moo 2, Chaengwattana Rd., Bang Talat, Pakkred, Nonthaburi 11120, Thailand
Tel. 02 855 01048 E-mail: cjssm@pim.ac.th
参考
Bhatnagar, A., & Ghose, S. (2004). Online information search termination patterns across product categories and consumer demographics. Journal of Retailing, 80(3), 221-228.
Bobadilla, J., Ortega, F., Hernando, A., & Gutiérrez, A. (2013). Recommender systems survey. Knowledge-based Systems, 46, 109-132.
Chen, M. L., & Cai, R. M. (2009). The influence of product recommendation agents on consumers’ purchase decision in e-commerce. Journal of Zhejiang University: Humanities and Social Sciences Edition, 39(5), 138-148. [in Chinese]
Chen, Y., Yi, L. S., He, C., & Geng, J. (2016). The stickiness of tourism websites and their influencing factors——Based on the dual system cognitive theory. Tourism Tribune, 43(2), 53-63. [in Chinese]
Davis, A., & Khazanchi, D. (2008). An empirical study of online word of mouth as a predictor for multi-product category e-commerce sales. Routledge. Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2001). Atmospheric qualities of online retailing: A conceptual model and implications. Journal of Business Research, 54(2), 177-184.
Guo, H. L., Zhao, Y., & Shi, H. Y. (2019). Research on the impact of e-commerce platform short video information display on consumers’ purchase intention. Information Theory and Practice, 42(5), 141-147. [in Chinese]
Harvir, S. B., Gordon, H. G. M., Shane, S. D., & Karen, L. S. (2004). Relating e-satisfaction to behavioral outcomes: An empirical study. Journal of Service Marketing, 18(4), 290-302.
He, A. Z., & Gong, W. C. (2010). An empirical study on the impact of online store shopping experience on customer behavior. Journal of Beijing Technology and Business University (Social Science Edition), 25(2), 43-47. [in Chinese]
Hsu, H. Y., & Tsou, H. T. (2011). The effect of website quality on consumer emotional states and repurchases intention. African Journal of Business Management, 5(15), 6195-6200.
Judy, C., & Chuan, L. (2007). Online stickiness: Its antecedents and effect on purchasing intention. Behaviour & Information Technology, 26(6), 507-516.
Karahanna, E., Polites, G. L., Williams, C. K., & Seligman, L. (2009). Consumer e-satisfaction and site stickiness: An empirical investigation in the context of online hotel reservations. Harvard Law Review, 140(1), 1-10.
Kim, J. H., & Lennon, S. J. (2010). Information available on a web site: Effects on consumers’ shopping outcomes. Journal of Fashion Marketing and Management: An International Journal, 14(2), 247-262.
Koh, J., & Kim, Y. G. (2004). Knowledge sharing in virtual communities: An e-business perspective. Expert Systems with Applications, 26(1), 155-166.
Komiak, S. Y. X., & Benbasat, I. (2006). The effects of personalization and familiarity on trust and adoption of recommendation agents. MIS Quarterly, 30(4), 941-960.
Lerzan, A., Paul, N., Bloom, N. H., & Lurie, B. C. (2006). Should recommendation agents think like people. Journal of Service Research, 8(4), 297-315.
Li, G. X., Li, Y. J., & Ni, N. (2011). An empirical study of e-commerce in virtual communities based on users’ online transaction intention. Management Review, 23(8), 78-86. [in Chinese]
Lin, L., Hu, J. H., Sheng, O. R. L., & Lee, J. (2010). Is stickiness proftable for electronic retailers. Communications of the ACM, 53(3), 132-136.
Liu, Y. B., & Yuan, P. (2010). An empirical study on the relationship between website stickiness and purchase volume——Research based on consumers’ mobile internet data. Soft Science, 24(1), 131-134, 144. [in Chinese]
Loiacono, E., Watson, R., & Goodhue, D. (2007). Web qual: An instrument for consumer evaluation of web sites. International Journal of Electronic Commerce, 11(3), 51-87.
Lu, H. P., & Lee, M. R. (2010). Demographic differences and the antecedents of blog stickiness. Online Information Review, 34(1), 21-38.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT.
Park, M., & Lennon, S. J. (2009). Brand name and promotion in online shopping contexts. Journal of Fashion Marketing and Management: An International Journal, 13(2), 149-160.
Polites, G. L., Williams, C. K., Karahanna, E., & Seligman, A. L. (2012). A theoretical framework for consumer e-satisfaction and site stickiness:An evaluation in the context of online hotel reservations. Journal of Organizational Computing & Electronic Commerce, 22(1), 1-37.
Resnick, R., & Christian, T. (1994). The impact of initial consumer trust on intentions to transact with a web site: A trust building model. Journal of Strategic Information Systems, 15(2), 245-264.
Richmond, A. (1996). Enticing online shoppers to buy-A human behavior study. Computer Networks and ISDN Systems, 28(7-11), 1469-1480.
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues and Research in Advertising, 26(2), 53-66.
Sun, L. P., Wang, P., & Su, M. (2011). Personalized product recommendation: Weighted collaborative fltering recommendation method based on “Nearest Neighbor”. Journal of Marketing Science, (4), 1-14. [in Chinese]
Wixom B. H., & Todd P. A. (2005). A theoretical integration of user satisfaction and technology acceptance. Information Systems Research, 16(1), 85-102.
Wu, J. J., Chen, Y. H., & Chung, Y. S. (2010). Trust factors influencing virtual community members: A study of transaction communities. Journal of Business Research, 63(9-10), 1025-1032.
Xiao, B., & Benbasat, I. (2007). E-commerce product recommendation agents: Use, characteristics, and impact. Mis Quarterly, 31(1), 137-209.
Xu, L. L., & Zhu, J. (2018). Analysis of the influence of mobile e-commerce personalized recommendation on consumers’ purchase intention. Business Economic Research, (6), 54-57. [in Chinese]
Ye, F. Y. (2017). Research on the impact of mobile business users’ perception of information quality on stickiness. Modern Intelligence, 37(4), 72-81, 94. [in Chinese]
Zhang, C. B., Li, Y. N., Wu, B., & Li, D. J. (2017). User stickiness and purchase intention of travel app: Interactive perspective. Tourism Tribune, 32(6), 109-118. [in Chinese]
Zhang, H., Lu, Y. B., & Yan, Y. L. (2017). Research on the influence of technical features of social shopping community on purchasing intention. Scientifc Research Management, 38(2), 84-92. [in Chinese]
Zhang, T. X., Agarwal, R., & Lucas, H. C. (2011). The value of it-enabled retailer learning: Personalized product recommendations and customer store loyalty in electronic markets. MIS Quarterly, 35(4), 859-881.
Zhao, X. Z., & Shang, Z. H. (2018). Research on the influence of online recommendation information on female consumers’ purchase intention. Business Research, (9), 28-35. [in Chinese]
Zott, C., Amit, R., & Donlevy, J. (2000). Strategies for value creation in e-commerce: Best practice in Europe. European Management Journal, 18(5), 463-475.
