电子商务平台商品推荐信息特性对消费者购买意愿的影响实证研究

以电商平台上商品推荐信息的特性为研究对象,探讨其对消费者购买意愿的影响,这对于促进电子商务研究、优化电商平台的运营具有一定的理论参考价值和现实指导意义。对商品推荐信息的特性和消费者购买意愿进行变量测量,构建研究模型,设计调查问卷,然后针对调查数据进行定量化。实证分析结论如下:商品推荐信息的精准性、丰富性、新颖性和互动性对消费者购买意愿有显著的正向影响作用,而商品推荐信息的强度则影响不显著。

The Demonstration Research on Influence of Recommended Product Information's Features in E-commerce Platform on Consumer's Purchase Intention

Taking the features of recommended product information in mobile e-commerce platform as research object, the paper discusses the influencing factors on consumer''s purchase intention. It has definite theory reference value and reality guiding significance for promoting E-commerce research and optimizing the operation of E-commerce platform. Firstly, it measures the variables of recommended product information''s features and consumer''s purchase intention, constructs research model; then designs questionnaire and makes empirical analysis about survey data. Conclusions are as follows:the accuracy, richness, novelty and interactivity of recommended product information has notable positive effects on consumer''s purchase intention, but the intensity of recommended product information has no significant effect on it.