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| The Influence of Platform Recommendation Agents on Consumer’s Purchase Intention |
| YAN Qiaoxiu1, XU Jincan2
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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.
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Received: 13 July 2022
Published: 28 December 2023
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