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Complex Systems and Complexity Science  2023, Vol. 20 Issue (4): 85-91    DOI: 10.13306/j.1672-3813.2023.04.012
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The Influence of Platform Recommendation Agents on Consumer’s Purchase Intention
YAN Qiaoxiu1, XU Jincan2
1. People's Daily, Beijing 100733, China;
2. School of New Media, Peking University, Beijing 100871, China
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Abstract  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.
Key wordsrecommendation agents      trust      purchase intention     
Received: 13 July 2022      Published: 28 December 2023
ZTFLH:  F063.2  
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YAN Qiaoxiu
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Cite this article:   
YAN Qiaoxiu,XU Jincan. The Influence of Platform Recommendation Agents on Consumer’s Purchase Intention[J]. Complex Systems and Complexity Science, 2023, 20(4): 85-91.
URL:  
https://fzkx.qdu.edu.cn/EN/10.13306/j.1672-3813.2023.04.012     OR     https://fzkx.qdu.edu.cn/EN/Y2023/V20/I4/85