Research On The Influence Of Personalized Commodity Information Recommendation On Consumers' Willingness To Purchase Online On E-commerce Platform

With the development of China's e-commerce industry and the growth of the online consumer market,online shopping has become one of the indispensable behaviors of Chinese residents in daily life.Reducing the time cost for consumers to retrieve commodity information,actively optimizing and upgrading the personalized commodity information recommendation system,hoping to achieve accurate marketing on the network based on the system,and increasing the platform sales volume.In this context,it is of great significance to study the influence of personalized commodity information recommendation system on consumers' willingness to purchase online.This paper first describes the research background,research significance,research methods,research content,domestic and foreign research status,and describes the technology research of personalized commodity information recommendation system.The research results of the research on the influence of personalized commodity information recommendation system on online shopping willingness,the influence factors of consumers' online shopping intention,and the influence of personalized commodity information recommendation on online shopping willingness,etc.At the same time,the author found that scholars at home and abroad focus on the research of personalized commodity recommendation system in the direction of algorithm research,system optimization and so on.It illustrates a The concepts of sexualized recommendation system,electronic commerce,network consumption will and so on are introduced.The theoretical basis of this paper,including planning behavior theory,technology acceptance theory and sor theory,is introduced,which lays the theoretical foundation of this paper.Based on the SOR theory and the research results of other scholars,this paper constructs the research model and puts forward the research hypothesis,from the personalized recommendation system of commodity information arrangement,commodity information content,commodity information quality,commodity information recommendation mode,Starting with the six dimensions of commodity information recommendation effect and website image,this paper probes into its influence on the willingness to purchase online.Then,based on the results of existing literature,the measurement questions of each dimension are selected Finally,on e-commerce platforms such as Taobao,Tmall,JingDong,Tmall,No.1 store and other e-commerce platforms,selected some of the online shopping users as the survey samples by random sampling.On the basis of measuring scale,the questionnaire is compiled.After small scale testing,the author adopts the form of electronic questionnaire to distribute the questionnaire,which includes three parts:sample individual information statistics,online shopping habit survey,measurement scale score,etc.A total of 376 questionnaires were collected,345 valid questionnaires were obtained,and the effective rate was 91.76.Using the statistics of SPSS23.0 and AMOS23.0,etc.Software analysis of the questionnaire data,the main conclusions are as follows:Commodity information arrangement,the contents of the product information,commodity information quality,commodity information recommendation,commodity information recommendation,the website image 6 dimensions have significant positive influence on consumers' online shopping intention,influence coefficient of Road King respectively 0.144,0.201,0.148,0.161,0.158,0.219 standard,website image on online shopping intention influences,commodity information arrangement of minimal positiveimpact;Consumers' differences in sex,age,income,occupation will have a significant difference in the willingness to buy online,while educational background has no significant effect on the willingness to purchase online;The number of times of online purchase,the main online shopping platform,the main online goods,the main payment methods all have a significant difference effect on the willingness to buy online.