Research On Inluencing Factors Of The Users'adoption Intention Of Product Recommondation Information On Social Media

With the rapid development of mobile Internet,a variety of interactive platforms arise at the historic moment.Among them,social media with unique social attributes and media attributes are used and loved by the majority of users,and become one of the main tools for users to access to information,communicate and share information,and also become an important channel for enterprises to promote products or services.Therefore,it is of great importance to study the influence factors of users' willingness to adopt social media product recommendation information for enterprises to promote the marketing effect of social media channels.This study,based on the information adoption process theory,through reviewing the researches about product recommendation information adoption intention and analyzing the main factors affecting the user to adopt information,determines three dimensions of factors effecting users to adopt social media product recommendation information,including subjective factors,object factors and social factor.Subjective factors include perceived usefulness,perceived risk,trust,perceived enjoyment;objective factors include information source credibility and quality information;social factor includes social influence.Based on this,the model of social media product recommendation information adoption intention is built.This study adopts the method of questionnaire survey to collect data,and does the empirical analysis through the multiple regressions.The results show that:(1)perceived usefulness,perceived enjoyment,trust,information source credibility,quality,social influence each has a significant positive influence on information adoption intention,and perceived risk has a significant negative impact on information adoption intention;(2)trust plays a part mediation influence between perceived risk,perceived enjoyment,information source credibility on the information adoption intention;(3)perceived usefulness plays a part mediation influence between information source credibility and information adoption intention,and plays a complete mediation influence between information source credibility and information adoption intention.Finally,on the basis of the analysis of the research results,the study puts forward suggestions for enterprises to use product recommendation information in social media channels.