Research On The Influence Of The Diversity Of Recommended Products On The Effect Of Personalized Recommendation

With the advent of the era of online shopping,the application of personalized recommendation systems has become one of the important methods for shopping platforms to recommend products.Personalized recommendation systems can make it easier for users to search and more efficient to find products that meet their needs and preferences.Therefore,users are increasingly inclined to consume in shopping platforms that adopt personalized recommendations.However,in personalized recommendation systems,there are issues such as convergence and header effects in the recommendation list of products.In order to solve these issues,the diversity of recommended products is occupying an increasingly important research value in the field of recommendation research.The diversity of recommended products can expand the richness of categories between products in the user recommendation list,cover more users’ interests,improve users’ satisfaction with personalized recommendation results,and to some extent eliminate issues such as convergence and header effects.Therefore,this article mainly studies how the diversity of recommended products affects the personalized recommendation effect in the context of online shopping.At the same time,explore the differences in the impact of different recommendation opportunities(browsing stage vs.decision-making stage).This article mainly uses the literature analysis method to sort out the relevant research status and theoretical basis,and based on this,constructs a model of the impact of recommended product diversity on personalized recommendation effectiveness,introducing recommendation timing as a moderator variable,perceived usefulness,and perceived manipulation intention as mediators.A questionnaire survey was used to further measure relevant variables,and empirical analysis and hypothesis verification were conducted based on survey data.The final results show that there are significant differences between the level of recommended product diversity and personalized recommendation effectiveness,perceived usefulness,and perceived manipulation intention.User perceived usefulness and user perceived manipulation intention mediate between the diversity of recommended products and personalized recommendation effectiveness.Recommendation timing plays a moderating role between recommended product diversity and perceived usefulness,as well as between recommended product diversity and user perceived manipulation intention.Recommendation timing moderates the mediating effect between recommended product diversity and personalized recommendation effectiveness on user perceived usefulness,and recommendation timing also moderates the mediating effect between recommended product diversity and personalized recommendation effectiveness on user perceived manipulation intention.In summary,this article starts with a recommendation diversity approach based on the long tail effect,focusing on the importance of recommending product diversity as a variable that affects the effectiveness of personalized recommendations.Combining the recommendation diversity approach and relevant theories of consumer behavior,it explores the mediating effects of recommendation timing,perceived usefulness,and perceived manipulation intention.In terms of theory,it has enriched theoretical research on recommendation diversity and built a bridge between personalized recommendation systems and consumer behavior analysis.In practice,it provides online shopping platforms with recommendations that utilize the diversity of recommended products and reasonably plan the timing of recommendations to improve personalized recommendation effectiveness and achieve greater benefits.