大数据背景下信息推荐服务对消费者行为的影响研究,初稿_大数据营销 <br /> <br /> 华南农业大学珠江学院 毕业设计 <br /> 大数据背景下信息推荐服务对 <br /> <br /> 消费者行为的影响研究 <br /> <br /> <br /> <br /> <br /> <br /> <br /> 陈凯锋 <br /> <br />指导教师: 杨知玲(讲师) 系: 信息工程系 年级专业: 15级信息管理与信息系统 提交日期: 20XX年4月11日 答辩日期: 20XX年5月10日 答辩委员会主席(签名): <br /> <br /> <br />评阅人(签名): <br /> <br /> <br /> <br /> 年 月 日 摘 要 随着大数据时代的来临,网络购物的发展急剧迅猛,大量数据的引入为消费者提供了无数商品信息的同时,也造成了信息过载等问题。商家们因此推出相应的信息推荐服务,希望能改善消费者网络购物的体验并达到提高销售额的最终目的。而这种服务究竟在什么方面会对消费者行为产生影响,又会有什么程度的影响正是本文研究的主题。 <br /> 首先,本文选取了国内外的若干文献,对个性化信息推荐系统,大数据环境下消费者行为和两者的交互关系进行了归纳综述,并以此为基础把信息推荐服务对消费者行为的影响因素总结为信息输入方式、信息编排、推荐强度、信息完整性、网站形象、用户信任六个要素。其次,本文将上述六个要素与消费者行为结合在一起设计出相关概念模型,并通过数据分析法对模型进行验证。验证的结果显示网站形象,用户信任对消费者是否接受推荐服务有着显著的影响,是最重要的先决影响因素。而信息编排和信息完整性则是会显著影响消费者使用信息推荐服务时的体验。而推荐强度和推荐方式对消费者有着较为复杂的影响,这两个要素的变化会对消费者行为产生直接影响。最后,本文根据研究结论,向购物网站提出了与结论相对应的改善策略。接着也对研究的局限性和对未来的展望做了一定的总结。 <br /> 关键词:信息推荐服务;推荐系统;消费者行为;电子商务 <br /> <br /> <br /> Abstract With the advent of big data era,the development of online shopping is very fast. The use of large amounts of data has provided consumers with innumerable commodity information, but also caused problems such as information overload. Therefore,businesses introduced information recommendation services in the hope of improving the consumer online shopping experience and achieving the ultimate goal of increasing sales. And what kind of influence this service will have on consumer behavior is the subject of this article. First, this article selects several domestic and foreign literatures to review the personalized information recommendation system, the behavior of consumers in the context of big data, and their interactions. Based on this, we summarized the factors that influence the information recommendation service on consumer behavior into six elements, including information input method, information layout, recommendation strength, information integrity, website image, and user trust. The result of the verification shows that the website image and user trust have a significant influence on whether the consumer accepts the recommendation service, and it is the most important prerequisite factor. Informational arrangement and information integrity can significantly affect the experience of consumers when using information recommendation services. And the strength of recommendation and the method of recommendation hav...