The Influence Of Shopping Websites Personalized Recommendation System On Consumer Purchase Intention

The Internet is changing our way of life and consumption habits, and one of themost important change is the promotion of the development of electronic commerce. With the increase of the shopping website, competition intensifies day by day, whichrequires each website to take a variety of means of marketing to cover the differentuser groups, and stimulate consumer enthusiasm. Therefore, the personalizedrecommendation system emerges as the times require. However, in the face of differenttypes of products, personalized recommendation system has difference effect, so themoderating effect of product categories is also the research content of this paper.This paper first reviews the literature about recommendation system, productcategories and purchase intention, and has carried on the induction and combing. Second by the questionnaire survey form to obtain the data as a sample, and usingSPSS statistical software for descriptive statistical analysis, correlation analysis andregression analysis to verify the model assumptions. Finally according to the researchresults to put forward management suggestions to propose management personalizedrecommendation system.The study found: information editing and user trust of personalized recommendationsystem have a positive influence on consumer purchase intention; different recommendways have different effects on consumer purchase intention, the relationship ofrecommendation intensity and consumer purchase intention is not significant; productcategories have the moderating effect on the relationship between the personalizedrecommendation and consumer purchase intention.