Research On The Effect Of The Recommendation System On Customer Online Shopping Expeirence

Although recommendation systems have so great influence in marketing, formerresearchers have not paid much attention to its marketing function. Almost all of thestudies put their concerns on how to process the collected consumer data, that is, how todevelop a better algorithm. Based on this consideration, this study is to make a research onthe effect of the recommendation system performance and the way it recommend oncustomer online shopping experience. firstly, this study adopt the conclusion of Aljukhadarand Sylvain Senecal’s qualitative research that the recommendation system performanceinclude of friendly, smart, trusted, and informational, then analyze its effect on customeronline shopping experience in an empirical research. secondly, based on former studies,this study divide the way it recommend into association recommendation、 advertisementrecommendation and word of mouse, and then analyze its effect on customer onlineshopping experience.The empirical study’s result shows that those factors related to the RS performancesuch as friendly, smart, trusted, and informational all can separately influence consumers’online shopping experience such as practical experience, affective experience andsocial-identity experience. A commercial RA that is informational can influenceconsumers’ practical experience, affective experience except the social-identity experience.Relating to the recommendation ways, the three recommendation ways mentioned aboveall can influence customer online shopping experience. Marketing managers of electroniccommerce can improve effectively the consumers’ purchase experience by regulating therecommendation system performance and chose the best recommendation way.