体验型产品个性化推荐的结构维度实证研究——以图书产品为例

Empirical Study on the Structural Dimension of Personalized Recommendation of Experienced Products——Taking Book Products as an Example

以图书产品为对象,在文献阅读和案例分析的基础上,提取出体验型产品个性化推荐的24个结构要素,然后通过问卷调查收集数据,采用因子分析和回归分析方法对体验型产品个性化推荐的结构维度以及用户对各结构维度的感知有用性进行实证研究。结果表明,体验型产品的个性化推荐由序列推荐、活动推荐、关联推荐、行为推荐和偏好推荐5个结构维度构成;序列推荐是最重要的维度,其后依次是活动推荐、偏好推荐、行为推荐和关联推荐。

With the example of book products,24 structural elements of personalized recommendation for experienced products are extracted on the basis of literature review and case analysis,then through the questionnaire collected data,the structural dimension of personalized recommendation of experienced products and user's perceived usefulness of them are empiri-cal researched by used the methods of factor analysis and regression analysis.By using factor analysis and regression analysis methods to conduct empirical research on the structural dimensions of personalized recommendations for experiential products and usersr perceived usefulness of each structural dimension.The results of empirical analysis show that the structural dimension of personalized recommendation of experienced products are consists of 5 main dimensions,which are sequence recommendation,activity recommendation,association recommendation,behavior recommendation and preference recommenda-tion.Among these factors,the most important dimension is sequence recommendation,followed by activity recommendation,preference recommendation,behavior recommendation and association recommendation.