The Research Of Taobao's Personalized Recommendation On Purchase Intention Of Consumers

Nowadays,online shopping has b ecome a common way for shopping,and the purchase demand of consumers on the Internet presents personalized and diversified.With the maturing of information technology,the Internet has entered a stage of rapid development,and consumers are gradually tired of dealing with massive amounts of information.This results that information producers have difficulties to highlight themselves among the vast amounts of information.In this context,personalized recommendation technology came into being,and the major e-commerce Web sites have been using them to provide custom-made commodities.Based on such background,this paper selected Taobao.com which is the largest B2 C shopping platform as the study object,and chose Taobao's representative four recommendation strategies to discuss the internal mechanism between personalized recommendation and consumer purchase intention.This paper reviewed and combed the relevant literature on personalized recommendation,perceived risk and purchase cost,purchase intention and other concepts,then put forward the research model,figured out the dimensions of each factor.On this basis,this paper use d the mature scales when designing the questionnaire,conducted questionnaire survey and obtained data.To test and verify model hypothesis,this paper conducted descriptive analysis,correlation analysis and regression analysis using statistical software SPSS20.0.The result shows that all the recommendation strategies play a positive role on consumer purchase intention,but the extent is different;the purchase cost plays intermediary role while perceived risk plays a moderate role.Finally,the data analysis results are discussed,and the marketing management suggestions on Taobao and online retailers are offered,which will be of practical significance.