Personalized Recommendations Impact On College Students’ Online Shopping Behavior

With the rapid development of electronic commerce, the information of all kinds of products of shopping website is increasing, while consumers are enjoying the convenience of electronic commerce, but also into the "Product Selection dyslexia" position.How to help consumers to eliminate information interference, effective choice of products that meet the needs of individual preferences, is the problem of shopping sites to be solved, thus, personalized recommendation system came into being. As the highest rate of the current online shopping coverage of college students, the study of the actual impact of personalized recommendation on their online shopping behavior is very significant.Firstly, Paper reviews the related research literatures about the personalized recommendation, the emotion manner and the college students’ online shopping behavior, through carries on the analysis and summary, and combined with the actual analysis of interview, the personalized recommendation system properties generalize for personalized, schedule information, recommendation methods and strength of recommendation; the emotional attitude is mainly divided into satisfaction and trust. Then, based on the S-O-R model, a research model is built. And based on the previous research and practical research, this study proposes 10 hypotheses, data analysis of the collected data using SPSS20.0 and Amos21.0 software. Through descriptive statistical analysis, reliability test, normal distribution test, confirmatory factor analysis and structural equation modeling, the research model and research hypotheses were tested. The main results were as follows:The first, the personalized recommendation system of shopping website personalization, information layout are all positive impact on College Students’ online shopping satisfaction and trust. The second, the recommendation intensity of the personalized recommendation system is negatively correlated with the degree of satisfaction of College Students’ online shopping, which shows that it is too frequent to make college students feel bored or tired when shopping online. At the same time, weak strength of recommendation and trust relationship, no significant correlations that strength of recommendation and trust degree there was no correlation; recommended way of college students online shopping satisfaction has positive correlation, and trust relationship between weak, correlation is not significant. The third, college students’ satisfaction and trust positively affect their online shopping behavior. Finally, based on the research results, this paper presents some countermeasures on strengthening the personalized recommendation system construction: network businesses should continue to improve the recommendation system of individuation degree, optimize the schedule information, avoid is too frequent product recommendation and provide reasonable and diversified the recommended way, should also strengthen the overall environmental construction of shopping sites, and pays great attention to maintain the image of the website, improve website products, information and other aspects of the reliability of the construction.