摘要
移动电子商务为消费者拓宽了对商品的选择空间,同时也诱发了信息过载、搜索负担过重等问题。为了缓解信息过载的压力,提升消费者的满意度,个性化推荐服务应运而生。主要以消费者购买决策为研究对象,分析了个性化推荐技术如何影响购买决策,并探析了个性化推荐系统在移动电子商务中的应用策略。
Mobile Electronic Commerce has broadened consumers＂ choices of goods, but also induced overloading information, overburdened search job and other issues. In order to alleviate the pressure of information overloading and enhance consumer satisfaction, personalization recommendation service came into being. Mainly in the consumer purchase decisions as the research object, this paper analyzes how personalization recommendation technology affects purchase decisions, and explores application strategy of personalization recommendation system in mobile business.
出处
《价值工程》
2010年第35期109-110,共2页
Value Engineering
基金
辽宁装备制造业发展研究基地项目
辽宁省社科联项目:"电子商务和信息技术对辽宁装备制造业的影响分析及对策"
关键词
个性化推荐
购买决策
认知
理性行为理论
personalization recommendation
purchase decisions
cognition
theory of reasoned action
