平台推荐代理对消费者购买意愿的影响研究

The Influence of Platform Recommendation Agents on Consumer’s Purchase Intention

为研究网购平台如何有效运用推荐代理激发消费者的购买意愿,首次从消费者特征、推荐代理特征和推荐代理平台特征这3方面探讨了其对消费者信任的影响,以及信任对消费者购买意愿的影响。采用问卷调查法,并利用结构方程模型分析法对假设进行验证。研究表明,平台推荐代理信息的准确性正向影响消费者的认知信任、情感信任以及购买意愿;推荐代理信息的多样性正向影响消费者的情感信任;网购平台可信度正向影响消费者的情感信任。

Inorder to study how online shopping platforms can effectively use recommendation agents to stimulate consumers′purchase intention,for the first time,this paper discusses the impact of consumer characteristics,recommendation agent characteristics and platform characteristics of recommendation agents on consumers'trust,and the impact of trust on consumers'purchase intention.This paper used the questionnaire survey and the structural equation model analysis verify the hypothesis.The research shows that the accuracy of recommendation agents has a positive impact on consumers'cognitive trust,emotional trust and purchase intention;The diversity of recommendation agents positively affects consumers'emotional trust;The credibility of online shopping platforms positively affects consumers'emotional trust.