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论文编号：	10127
作者编号：	2120152966
上传时间：	2018/6/9 0:24:05
中文题目：	电子商务网站个性化信息推荐中的用户采纳意愿影响因素研究
英文题目：	A Study On The Factors That Influence User Adoption Intention of E-commerce Personalized Recommendation
指导老师：	李月琳
中文关键字：	电子商务；个性化推荐；信息采纳
英文关键字：	e-commerce; Personalized recommendation; Information adoption
中文摘要：	2018年1月31日，中国互联网络信息中心（CNNIC）在京发布《第41次中国互联网络发展状况统计报告》，报告显示，去年年底我国网民规模已达7.72亿，互联网的服务模式多样化，是我国网民规模不断增长的驱动力。电子商务的规模不断增长，深刻影响着居民生活，越来越多的消费者从线下消费转向线上消费。在信息过载的情况下，如何为用户提供个性化的信息服务，对于电子商务网站来说具有极为重要的现实意义。 国内外关于个性化推荐信息的研究，无论是改进推荐算法还是提升推荐质量，都取得了丰硕的研究成果，而关于电子商务企业个性化推荐信息服务中影响因素的探讨却较为缺乏。 本文的主要研究内容如下： 一、用户在电子商务环境中的需求分析。研究从使用情况、内容需求、功能需求三个方面对电子商务网站个性化服务的用户感知和需求进行分析、评价。 二、用户采纳意愿影响因素分析。对消费者采纳个性化推荐信息的影响因素分析、设计调查问卷，通过相关分析，检验各变量之间的相关程度，如：信任、效率期望、价值期望等，初步探索下用户采纳个性化推荐信息行为的影响因素。 三、构建用户采纳意愿模型。在分析国内外相关著作基础上，提出电子商务个性化推荐信息中的用户采纳意愿模型。 四、分析并验证用户采纳理论模型。通过调查问卷收集数据以检验模型的有效性，更好地了解用户的购买决策和个性化推荐信息对用户采纳意愿的影响机制，提出相应的措施。
英文摘要：	CNNIC issued 《The Thirty-eighth Statistical Report on the Internet Development situation in China》 on January 31, 2018, which showed that by the end of December 2017, the number of mobile internet users in China had reached 727 million. The scale of Internet users in China has continued to grow steadily, with the continuous innovation of the Internet model, which has become the driving force for the growth of netizens. The scale of e-commerce continues to grow, which has a profound impact on residents' lives. More and more consumers are shifting from offline consumption to online consumption. In the case of information overload, how to provide personalized information service for users is of great practical significance to e-commerce websites. The research on personalized recommendation information, whether improving the recommendation algorithm or improving the recommendation quality, has achieved fruitful research results, while the discussion on the influencing factors in the personalized recommendation information service of e-commerce enterprises is relatively lacking. This paper focus on the following four points: Firstly, this paper investigates and analyzes the personalized information recommendation service requirements of e-commerce websites. Then this research analyzes and evaluates the user perception and demand of personalized service of e-commerce website from three aspects: usage, content demand and function demand. Secondly, explore the influence factors of user adoption behavior under personalized recommendation information. This paper analyzes the factors of the consumer's adoption of individualized information, by questionnaire and analysis, to determine the degree of correlation between variables, such as trust, efficiency expectations, and value expectations. Thirdly, based on the analysis of relevant literature, a model is proposed by users in the information of personalized recommendation of electronic business. Finally, this paper analyzes and verifies the theoretical model of user adoption. This paper collects data through questionnaire to test the validity of the model and understand the user's purchase decisions and the mechanism of personalized recommendation information better, and then puts forward some proposals to the electronic commerce enterprise.
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