Author(s)

Yunfu Huo, Feng Yue

Corresponding Author

Feng Yue

Abstract

With the development of e-commerce, no matter from the technology or consumer demand, personalized recommendation is an important link in the development of e-commerce platform cannot be ignored, because it, as an effective tool to deal with "information overload" problem, has been more and more research and attention. This paper classifies and summarizes personalized recommendation algorithms and current adoption theories in e-commerce environment, and summarizes the advantages and disadvantages of existing algorithms and theories. Personalized recommendation of e-commerce platforms has excellent development prospects, but still needs theoretical innovation in relevant aspects.

Keywords

Personalized recommendation, Adoption theory, Recommendation system