Research On The Influence Mechanism Of Online Recommendation System On Consumer Adoption Intention

In recent years,driven by the e-commerce,the continuous development of the recommendation system.The current research on Recommender System on recommendation system algorithm design optimization,less relevant literature from the perspective of consumers recommendation system,this study from the perspective of consumers on the recommendation system on the influence mechanism of consumer adoption intention,will help to improve the recommendation system design,improve the recommendation quality of service.Based on the consumer perspective,combined with the technology acceptance model and information system success model,the recommendation system features as independent variables,to construct the recommendation system on consumer adoption intention influence model,with mobile phones and books as the representative of search products and experience.Through the questionnaire survey,386 valid questionnaires were collected,and the SmartPLS was used to analyze the structure of the research model.Finally,some suggestions were put forward to improve the recommendation system.The main conclusions are as follows:(1)the recommendation system can be evaluated from the three aspects of information quality,system quality and interaction quality,information quality can be measured from the recommendation accuracy and recommendation diversity,recommendation novelty and recommendation relevance,the system quality can be measured from the interface design and recommend interpretation,and interaction quality can be measured from the aspects of system interaction quality and user to user interaction quality;(2)for the search product,the recommendation accuracy,system interaction quality,recommendation diversity,recommendation relevance,the interface design not only have an indirect impact on the adoption intention,but also have a direct impact;for experience goods,recommendation accuracy,recommended interpretation,interface design,system interaction quality,user to user interaction quality not only has an indirect impact on the adoption intention,but also have a direct impact on the adoption intention;(3)for search goods,there is significant effect on the intention to adopt the recommendation system is characteristic of system interaction quality,recommendation accuracy,recommendation diversity,interface design,recommendation relevance;for experience goods,the adoption intention has significant impact on recommendation system characteristic effect followed by user to user interaction quality,interface design,recommendation interpretation,recommendation accuracy and system interaction quality;(4)the effects of recommendation novelty on adopt intention are not significant;(5)it is suggested to increase the awareness of the role of the recommender system,and to design the recommendation system according to different product categories,and to expand the interactive function of the recommendation system.