Research On The Effect Mechanism Of Presentation Characteristics Of Recommendation Explanation On Adoption Intention

With the deepening of Internet business applications and the popularity of various network devices,the scale of network users in China is expanding rapidly.Enterprises,commodities,users and various new media tools realize "all things connected" through the Internet,resulting in an explosive growth in the number of network information,"information overload" have become obstacles for the vast number of network users.To this end,Personalized Recommender Systems(PRS)emerged as the times require,hoping to provide marketing tools and increase sales revenue for online businesses.However,from the practical application,the effect is not very good,most of the online merchants who adopt PRS think that they have not received enough investment returns.One reason that cannot be ignored is that the current recommendation system generally lacks a corresponding and effective explanation mechanism,which makes it difficult for users to trust the recommendation system.Therefore,based on the existing theoretical results,this study constructs a theoretical model of formation mechanism of adoption intention information.It is divided into three sub-studies as follows:Drawn on theory of TAM,study 1 constructed the mechanism of the interaction of recommendation explanation in PRS on the adoption intention.It was found that the interaction of recommendation explanation has a significant positive effect on adoption intention;perceived usefulness and perceived ease of use play a part of mediating roles in the interaction of recommendation explanation on adoption intention,respectively;trust can adjust the effect of interaction of recommendation explanation on system user experience.Then it affected the adoption intention.From the perspective about the theory of IAM,study 2 explored the influence of the reference of recommendation explanation in PRS on the adoption intention.It was found that the reference of recommendation explanation had a significant positive effect on the adoption intention;perceived accuracy and perceived novelty play a part of mediating role in the effect of the reference of recommendation explanation on satisfaction,and satisfaction also plays a part of mediating role in the effect of information quality perception and adoption intention.In the perspective of the relationship between recommendation and users,study 3 investigated the effect of the compatibility of recommendation and explanation on the adoption intention information in PRS,based on the theory of interpretative level and psychological resistance.It was found that both compulsive and manipulative intention inference play a mediating role in the effect of fit of recommendation explanation on adoption intention;both reference and involvement would be regulated the effect of fit of recommendation explanation on psychological resistance,thereby affecting adoption intention.This study made three main contributions: first,the effect and mechanism of extended recommendation explanation on presenting characteristics;second,this study constructed a theoretical model of the effect mechanism of presentation characteristics of recommendation explanation on adoption intention from two aspects and three perspectives,and verified the effect of variables related to adoption intention in an all-round way;third,the research designed that optimizes the presentation characteristics of recommendation explanation affects the adoption intention.This study also had important implications for business management practices.In order to effectively carry out personalized recommendation service,the following management countermeasures are proposed: first,to enhance the interaction of recommendation explanation in PRS and maintain effective communication with users;second,to grasp importance to the reference of recommendation explanation in PRS and constantly improve the user's experience;third,to enhance the consistency of recommendation explanation in PRS,and do our utmost to mine users' information needs.