The Influence of Product Recommendation Methods on Users' Purchase Intention

Abstract

Nowadays, with the rapid development of various fields of e-commerce, scholars gradually focus their research on the online purchase behavior of users. As we step into the era of big data, personalized recommendation function of e-commerce is rising. Many scholars have put forward their own views on the influence of personalized recommendation of platform on users' purchase intention. This study will start from the recommendation behavior of products, take recommendation strength and recommendation validity as the quantitative methods of recommendation behavior, and explore whether platform recommendation and friend recommendation will have different influences on users' purchase intention. In the process of the influence of recommendation behavior on the purchase intention of users, this study believes that trust plays a mediating role. This research applies the knowledge and methods of social psychology, consumer behavior and other disciplines, adopts a multi-dimensional research framework in terms of overall research ideas, and combines theoretical analysis with empirical research. The results show that trust can indeed play a mediating role in the influence of recommendation strength and recommendation validity on users' purchase intention, but recommendation style has no moderating effect on the influence. In view of this conclusion, this paper proposes the possible reasons.