Research on the Influence of Intelligent Recommendation Function on User Behavior in Highly Digitized Network Platforms

The growth of new technological innovations has given rise to a highly digitized E-commerce world, which is redefining the consumer purchase experience. The research studied the AI Recommendation feature of the biggest Chinese E-commerce platform taobao.com, analyzed the relation of recommendation effect with 3 factors, impulse consumption, platform word of mouth according to customers, and consumers' self-discipline. In this paper, the data collected by the questionnaire are analyzed and processed by empirical method. The results show that consumers' favor for intelligent recommendation function has a significant positive impact on their impulsive consumption, while impulsive consumption has a significant negative impact on the platform reputation, and impulsive consumption has a significant negative impact on the reuse function. These findings provide a new perspective for the application of new technology in E-commerce industry and the impact on consumer behavior. At the same time, it suggests that future research can be carried out from the perspective of the application and effect of new technology used in different countries and regions under cultural differences, and differences between impacts of online and offline marketing methods on consumer behavior.