摘要
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。
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.
作者
邓灵斌
申慧
DENG Ling-bin;SHEN Hui(University of South China, Hengyang 421001, China)
出处
《南华大学学报（社会科学版）》
2019年第2期60-65,共6页
Journal of University of South China(Social Science Edition)
关键词
电子商务
电子商务平台
商品推荐信息
消费者购买意愿
E-commerce
E-commerce platform
recommended products information
consumer s purchase intention
