Research On The Influence Factors Of Consumer Adoption Of Personalized Recommendation Information On E-commerce Platform

With the rapid development of e-commerce,various types of e-commerce platforms and online stores are emerging,which not only bring convenience to consumers,but also make them face problems such as information overload,selection difficulties,etc.,making shopping decisions quickly and effectively.Therefore,e-commerce platforms have launched personalized recommendation services,filtering product information through system algorithm comparison,and providing personalized recommendation for consumers,so as to improve consumer shopping experience.However,at present,there are many consumers who have conflict and doubt about personalized recommendation service,which shows that they refuse to adopt personalized recommendation information.In this context,it is of great practical significance for the operation and management of e-commerce platform to find the factors that affect the adoption of personalized recommendation information,improve the service quality and customer satisfaction of personalized recommendation,and ultimately improve the cross selling ability of e-commerce platform.Based on the SOR model and the causal transmission mechanism of "external variables cognitive variables behavioral intention variables",this paper establishes the influencing factor model of consumers’ adoption of personalized recommendation information.The external variables include information,information source and information technology.The cognitive variables include information usefulness and information credibility.Behavioral intention variables refer to information adoption intention.Through questionnaire survey and data collection,spss25.0 and amos25.0 software were used to carry out descriptive statistical analysis,reliability and validity test,factor analysis,structural equation model hypothesis test,information usefulness and intermediary effect test of information credibility,so as to verify the model and hypothesis proposed in this paper.The results show that information usefulness and information reliability have significant positive effects on information adoption intention;the information accuracy,diversity and freshness of information dimension affect the perceived usefulness of personalized recommendation information of online consumers,and indirectly affect the willingness of information adoption by affecting the perceived usefulness;the source credibility of information source dimension affects the information usefulness and information credibility,and indirectly affect the information by influencing the two cognitive variables,respectively Information adoption intention;recommendation interpretation of information technology dimension affects consumers’ reliability of recommendation information.Finally,combining the current situation of personalized recommendation of shopping platform and the empirical results of this study,this study puts forward some suggestions for improving the recommendation service of shopping platform from the perspective of marketing.