The Study Of Personalized Information Recommendation On Consumers’ Green-Purchase Decision Process

With The continuous improvement of the network recommendation technology and recommendation system has stimulated the vigorous development of online recommendation products.With the growing number of online shopping groups,how to effectively guide consumers to make shopping decisions through product online recommendation is particularly important.At present,practicing a green and low-carbon way of life has become a new trend of national policy and social development.Constantly taking measures to promote low-carbon and green consumer spending is also a concern for enterprises(online shopping mall,online shops,etc.)who should think about the problems.Therefore,if we can not be cautious about the personalized recommendation of green products,it is likely that the green products recommended by the system are not only not accepted by consumers as expected by the business,but also not conducive to promoting residents to practice low-carbon and green consumer behaviors.In view of this,based on the theory of consumer decision-making process and the theory of preference inconsistency,this paper studies the impact of personalized recommendation types of green products on the consumer green purchasing decision-making process to guide the design and application of personalized recommendation of online green products.On the basis of systematically combing related literatures such as personalized advertisement,positioning advertisement,personalized network recommendation and consumer purchase decision-making process,the overall theoretical model of "personalized network recommendation type-consumer green purchasing decision-making process" is constructed.Through two experiments,we focus on the following three contents: The first part is to study the main effect of personalized network recommendation on the two-stage process of consumer green purchasing decision(Experiment 1);the second part: the involvement of greenness in the "personalized network recommended type-consumer green purchasing decision-making process" on the path of the regulatory effect(Experiment 1);the third part is to investigate the regulatory effect of product attributes on the path of "personalized network recommendation type-consumer green purchasing decision-making process"(Experiment 2).In the first experiment,an energy-saving refrigerator was taken as an example,and two group experiments(individual network recommendation type: recommendation based on their own recommendation based on others)were conducted to discuss the main effect and consumption of different personalized network recommendation types on the two-stage process of consumer green purchasing decision The second experiment is to adopt two factors 2(personalized network recommendation type: recommended by others based on others recommendation)× 2(green product attributes: high economic value and low economic value)Experimental design to explore the regulatory effect of green product attributes.A total of 1000 valid samples were investigated and empirically studied using SPSS 22.0.First of all,through the small sample pre-experiment,we test the manipulative effect of the experiment and the questionnaire’s reliability and validity.Secondly,in the formal experiment,through descriptive analysis,independent sample T test,one-way ANOVA and Logistic regression analysis Test the total effect of two different types of personalized network recommendation on consumer green purchasing decision-making.The main conclusions are as follows:(1)there is no significant main effect on the preconceived consideration stage of the green purchasing decision-making process for the personalized information network recommendation type;(2)the follow-up of the personalized information network recommendation type to the consumer green purchasing decision-making process(3)The green involvement degree of consumers does not have a significant adjustment effect on the path of "personal information network recommendation type-pre-consideration stage of consumer green purchasing decision-making process";(4))The green involvement of consumers has a significant regulatory effect on the path of "personal information network recommendation type-the subsequent selection stage of consumer green purchasing decision-making process";(5)There is no significant adjustment effect on the product attributes in the path of "personal information network recommendation type-consumer preferential consideration stage in green purchasing decision-making process";(6)The product attributes exist in the path of "personalized information network recommendation type-the successor selection phase of consumer green purchasing decision-making process" Significant adjustment effect;(7)This article also found that personalized network recommended type There are some differences in the impact effects of different characteristics of individual green purchasing decision-making process(pre-consideration stage,subsequent selection stage).This study argues that when designing and using green information recommendation,shopping websites should:(1)Implement personalized recommendation of product information to enhance the marketing effect of green products in the pre-consumer consideration phase of consumer decision-making;(2)In the follow-up selection stage of consumer decision-making,mostly personalized recommendations based on others can effectively stimulate the green purchase;(3)The target market segmentation,focusing on personalized personalized high-green-involvement consumers Recommend and enhance the recommendation effect of the product;(4)classify the product and adopt specific personalized recommendation types of green information at different stages of the consumer green purchase decision to enhance the recommendation effect of the product;(5)focus on users who have bought or have thought to buy websites recommending products,in order to implement precise marketing to stimulate green purchase.