消费者接受电子商务个性化推荐的感知维度及其影响研究

A Research on the Effect and Perceived Dimension of E-commerce′s Personalization Recommendation to Consumers

基于消费者感知角度研究消费者接受电子商务个性化推荐的维度及其影响,可以在为电子商务平台进行个性化推荐优化提供依据。研究表明,从消费者感知角度来看:消费者接受电商个性化推荐的感知维度主要有消费者感知舒适度、感知价值、外部推荐、商家动机、推荐形式和感知安全六个维度;其中感知舒适度、感知价值、外部推荐和推荐形式与消费者接受电商个性化推荐呈显著正相关关系,而商家动机与消费者接受个性化推荐呈显著负相关关系;此外,不同的消费者群体对各感知维度的偏好具有差异性,需要进行有针对性的个性化推荐。

This study focuses on consumer perception dimensions of the personalized recommendation system and its influence,aiming at putting forward suggestions about optimizing the personalized recommendation system.The results find that consumer perception dimensions of the personalized recommendation system mainly includes consumer perceptive of comfort,perceived value,external recommendation,system trust,perceived security and recommendation forms.Among the dimensions,system trust and consumers accepting personalized recommendation have negative correlation,other factors have positive correlation. As for the different types of consumers,dimensions have different influence.