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个性化推荐对消费者网络购物购买意愿的影响研究 被引量:1

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摘要 随着消费理念的不断升级,个性化推荐在营销策略中的地位越来越重要。本文从个性化推荐的内容和特点入手,将个性化推荐划分为信息编排、推荐强度、推荐效度以及视觉线索四个维度,以感知利益和感知风险为中介变量,根据S-O-R模型,实证探究了个性化各维度对消费者网络购物购买意愿的影响机制。本文为网络零售电商平台有效提升个性化推荐的成功率,改善消费者感知价值提供了有益借鉴。
作者 罗朝能 吴怡
出处 《福建茶叶》 2020年第2期60-62,共3页 Tea in Fujian
基金 北京市社会科学基金(14JGB034)
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