Research On The Influence Of Personalized Recommendation Timing Of Long-term Durable Goods On Consumers' Purchase Intention

With the rapid development of e-commerce,personalized recommendation technology emerges as the times require,which solves the problem of "information overload" encountered by consumers during online shopping.While personalized recommendation brings a lot of conveniences to consumers,but at the same time,untimely product recommendation also arouses the resentment by consumers.In the field of consumer behavior research,personalized recommendation have caused extensive discussion and research by scholars.Unfortunately,few scholars have conducted systematic research on the timing of personalized recommendation based on the situation after consumers purchase long-term durable goods.By reviewing the related papers about personalized recommendation,the author divided the personalized recommendation timing after consuming long-term durable goods into two time nodes: a shorter time after purchase and a longer time after purchase.With reference to mature research models and theoretical results on perceived recommendation benefit,consumer purchase intention and product type,In this paper,the perceived recommendation benefit is used as an intermediary variable,and the product type is used as a moderating variable to construct a theoretical research model that explores the impact of personalized recommendation timing on consumers' purchase intention.In this paper,the questionnaire survey is used to collect data.In the process of questionnaire design,the author designed six personalized recommendation scenarios using the scenario simulation method,and added a mature measurement scale of perceived recommendation benefit and consumer purchase intention to the questionnaire,and used online questionnaire survey to obtain data.In terms of empirical analysis,SPSS23.0 was used to conduct descriptive analysis,reliability and validity test,analysis of variance,and regression analysis on the survey data to test the research model and research hypothesis,which jointly affects the perceived recommendation benefit and purchase intention of consumers.The research results show that there is an interaction between personalized recommendation timing and product type,which together affect consumers' perceived recommendation benefit and purchase intention.Compared to similar products,consumers are provided with personalized recommendation services for related products at a relatively short time after purchase.Consumers 'perceived recommendation benefit and purchase intention will be higher.Similarly,compared to related products,consumers are provided with personalized recommendation services of similar products for a longer period of time after purchase,and consumers' perceived recommendation benefit and purchase intention are also higher.