Research On The Influence Of Interactive Commodity Recommendation On The Purchase Intention Of Sports Shoes

The continuous warming of the national fitness boom has led to the vigorous development of China’s e-commerce sports shoes market.With the continuous upgrading of sports consumption concept,users are increasingly pursuing a more efficient and convenient commodity recommendation mode to obtain sports shoes information.The emergence of interactive commodity recommendation meets users’ desire for professional product recommendation and real-time interaction.Through interactive product recommendation,the recommended purchase conversion rate of sports shoes can be greatly improved.This professional,accurate and interactive recommendation mode is gradually known to users.However,due to many influencing factors,the marketing potential of interactive commodity recommendation has not been fully released,which will cause a certain waste of resources for e-commerce sports shoes sales.In order to further improve the effect of interactive commodity recommendation,this paper will analyze the influencing factors of interactive product recommendation on users’ purchase intention of sports shoes,and clarify the relationship between these factors.Firstly,on the premise of clarifying the research background,purpose and significance,this paper combs the research results and theories at home and abroad.Combined with the research needs of this paper,this paper selects S-O-R model,planned behavior theory and social interaction theory as the guiding theory to deeply analyze the impact of interactive commodity recommendation on users’ purchase intention of sports shoes.Then,using the programmatic grounded theory to clarify the influencing factors on the purchase intention of sports shoes in the process of interactive commodity recommendation,determine the core categories to be studied in this paper,deeply sort out the relationship between these core categories,and finally determine to take social interaction,information interaction,user generated content quality,sports shoe cost performance and sports shoe cultural empathy as independent variables,The purchase intention of sports shoes is the dependent variable,user trust is the intermediary variable,and social intimacy is the regulatory variable.Then,this paper puts forward the research hypothesis and constructs a preliminary theoretical model of the impact of interactive commodity recommendation on the purchase intention of sports shoes.Through the study,it is found that under the interactive product recommendation scenario,social interactivity,user-generated content quality,cultural empathy of sneaker products,and user trust have a direct and positive impact on the willingness to purchase sneakers.User trust plays an intermediary role in social interactivity,information interactivity,and the influence of user-generated content on purchase intentions.The higher the social intimacy between users,the greater the positive adjustment effect on purchase intentions.Finally,This paper finally obtains a model of the impact of interactive product recommendation on the purchase intention of sports footwear products,and proposes marketing countermeasures to improve the recommendation effect of interactive sneakers based on empirical results,and proposes countermeasures to enhance the interactive product recommendation effect of sports shoes products from three stages,such as preliminary browsing link,precise positioning link,and autonomous interaction link.In the preliminary browsing stage,the product recommender should establish an information interaction system to enhance the professionalism of the recommendation.In the precise positioning stage,it is necessary to tell the story of sneaker culture and improve the empathy of recommended copywriting.In the autonomous interaction link,the recommender needs to enhance social interaction,improve the quality of the user’s self-generated content,and enhance trust and social intimacy with the user.