Study On The Influence Factors Of Users' Information Acquisition Based On Electronic Commerce Recommendation System

With the quickening pace of life,the amount of electronic commerce platform is increasing.People are fond and accustomed to online shopping.Big commodity as cars,small commodity as screws,especially not popular goods in the physical store.But how to found the goods which meet the customers' needs and interests becomes the sellers' and customers' problem.Thus,recommender systems in e-commerce appears in our eyes.E-commerce recommendation system in lined with the present e-commerce development model which makes the user as the center.It can provide goods to customers which meet their needs,save customers time and also have an important significance to improve the working efficiency and benefit of business platform.Customer is the main user of e-commerce recommendation system,the fundamental purpose of e-commerce recommendation system is to recommend the proper goods to customers.In user center development mode of electronic commerce,the customer is the key factors to develop the e-commerce recommendation system.Before purchasing the goods, users need to get the information which matches the required commodity.This is the base the customer to make the decision.If the electronic commerce recommendation system can help the users to get the information which can makes the users to make the purchase decision,it played the role.Therefore,from the user's perspective to research on user information acquisition behavior in e-commerce recommendation system is very essential.The paper from perspective of information acquisition,on this basis of analysing some theory and models,for example,the theory of reasoned action,the theory of planned behavior and technology acceptance model,and reading a lot of literature.It is on this basis of the factors which influence the users' information acquisition intention.The factors are perceived ease of use,perceived usefulness,subjective norms,trust and perceived risk.Design the influencing factors model of users' acquisition in e-commerce recommendation system.Finally,by using the questionnaire method to make an empirical analysis,I received 172 questionnaires,and reached that the above five factors are the factors affecting the behavior of information acquisition,in addition that the perceived risk is negative to the influence of information acquisition intention,the other four factors have positive influence on information acquisition intention.And then verified the hypothesis and modified the model.Thus,I proposed some suggestions from the aspects such as interface design,publicity etc.Expect to improve the work efficiency and benefit,to provide the design basis for electronic commerce recommendation system and improve the users' experience.