Research on the Influence of Recommended Sources on the Adoption Intention in Online Shopping Environment

Abstract

The development of shopping website allows consumers to enjoy the convenience brought by the Internet, but too much commodity information makes consumers have no choice, thus the personalized recommendation come into being. A good personalized recommendation system can help consumers reduce the cost of information search and make quick purchase decisions. Correspondingly inappropriate recommended time nodes and recommendation information will cause consumer dissatisfaction, affecting the consumer’s shopping experience. This paper focuses on the impact of the recommended information sources in the personalized recommendation service on the adoption of consumer information. It also verifies the mediating and regulatory effects of perceived usefulness and cognitive complexity on the effect of recommended information on the adoption intention.