Research On The Relationship Between Personalized Recommendation System,Trust And User's Purchase Intention

With the rapid development of the Internet and electronic commerce,the interconnected age of all things has come,and more and more users are more interested in shopping on the Internet.The online shopping boom is sweeping the globe.Meanwhile,the online users' group is also expanding.Online shopping has replaced physical shopping to a certain extent,and has become one of the most popular shopping ways nowadays.Therefore,the number of shopping websites is increasing,and the competition is more intense.If we want to stand out in the shopping website,we need all kinds of big businesses to take diversified marketing means to stimulate users' enthusiasm for purchase.At the same time,users are also looking for ways to save time and cost.As a result,the personalized recommendation system came into being.Personalized recommendation system with different search engines,it as the site for the user to provide an auxiliary system to purchase,users and the website has brought many benefits and convenience,it not only saves the user shopping time,improve the efficiency of shopping,meet the users personalized diversified shopping needs,promote the user browsing to buyers the role,but also improve the shopping website cross sales performance and the users of the site stickiness and loyalty,increase website traffic and purchase quantity,to achieve mutual win.This study not only enriches the empirical research on the personalized recommendation system and the user's purchase intention,but also provides a theoretical basis for the future research.This paper firstly reviews the relevant research literature personalized recommendation system,user trust and purchasing intention,through carding,the summary,combined with the questionnaire,the characteristics of personalized recommendation system is divided into visual,security,interactivity and timeliness.Then,the research model is built based on the S-O-R model.Based on past experts and scholars' research and practical research,9 research hypotheses were put forward.Data collected from effective questionnaires were analyzed by SPSS21.0 software.Through the test of reliability and validity,descriptive statistical analysis,correlation analysis and regression analysis to test the research model and research hypothesis.The main conclusions:(1)recommended the visual system security,interactivity and timeliness of the positive effect of the user of the site and the system of trust personalized shopping website.(2)the user's trust is positively affecting the user's purchase intention.(3)the visual,security,interactivity and timeliness of the personalized recommendation system of shopping websites are positively affecting the user's purchase intention with trust as the intermediary variable.Finally,the following suggestions are put forward to improve the effect of the personalized recommendation system on e-commerce websites.First,improve the vision of personalized recommendation system,enhance the site image;second,strengthen security,personalized recommendation system to reduce the risk;third,to strengthen the user interaction with the site;fourth,improve the timeliness of the personalized recommendation system,the implementation of real-time recommendation;fifth,enhance the user trust of shopping website and personalized recommendation system.