An Empirical Study on the Influencing Factors of Consumers' Personalized Recommendation Intention under Interpersonal Relationship
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Yunfu Huo and Feng Yue
Based on the e-commerce network platform, based on the theory of TAM2 model and extended and modified it, a theoretical model of user personalized recommendation adoption was constructed from the perspective of user perception, in order to explore the influencing factors of e-commerce users' intention to use personalized recommendation.
A total of 265 valid answers were collected through questionnaire survey, and the hypothesis was verified by SPSS and AMOS software.
The results showed that several potential variables in interpersonal relationship were the main factors for the use intention, and the remaining variables also had a significant positive impact on the use intention.
Accordingly, relevant countermeasures and Suggestions are put forward for the improvement and perfection of personalized recommendation technology of e-commerce.
Electronic Commerce; Personalized Recommendation; Adoption Behavior; Affecting Factors