Left Side Or Right Side? The Research Of Position In E-commerce Website Personalized Recommendation

After the first decade in 21st century, the popularization of internet make E-commerce develop prosperously. E-commerce websites are prosperous as well via the tendency and then the common consumers can get in touch with E-commerce easily. The familiar E-commerce websites like TaobaoTmall、JD、 Amazon、 Suning、Gome and so on can satisfy the consumers with purchasing anything or any services they want without going out. Then when consumers are trying to purchase something through E-commerce websites, firstly they have to search the products, the searching results can be divided into two interfaces:Main interface and the personalized recommendation interface. The personalized recommendation interface is the products recommendation interface which locates in the left side, right side、 up side or down side, and a piece or a group which uses "Recommending to you via your browsing history" "The persons who search these finally bought"、"Browsing after Browsing", "Purchasing after purchasing’" and so on as introducer. Most of the all kinds of E-commerce websites in China have this kind of recommendation now. The introducer and the recommendation contents are argely identical but with minor differences. However, there are a lot of differences in recommendation position among different E-commerce websites. So, about the differences, which position is better, or among different products, different consumers, different form, different positions can make different results? This article will research this question.Ergo, this article begins with the view of position, research the question that when consumers are trying to purchase something through E-commerce websites, which position can influence the result when purchasing search goods and experience goods, and the difference of this effect when aiming at different genders and different text quantity. This article has 2 experiments.Experimentl researches how position and product type effect the result, and the moderating effect of gender. The result shows that there is a significant interactive effect between position and product type, also there is a significant effect between position product type and result. We finally verify it empirically that when searching search goods, right side is better for the result; when searching experienced goods, left side is better. At the same time:the moderating effect of gender on result is not significant, that is to say when receiving different information of position and product type, male and female have no significant difference effect on result.Experiment2 researches the moderating effect of text quantity. The result shows that there is a significant interactive effect between position、product type and text quantity, that is the moderating effect of text quantity on result is significant. We finally verify it empirically that when text quantity is few, the experience goods in left side is better for the result; when text quantity is much, the search goods in right side is better for the result. Therefore, the moderating effect of text quantity exists.Finally, this article summarizes the research conclusions, and put forward the innovations of the research, the significance of marketing management the limitation of the research and the future suggestions.