Research on influential factors of E-commerce recommendation user behavior intention

Abstract

Exiting study on E-Commerce recommendation system focus on addressing its low adoption from from a technical point of view, and less analyzing from Chinses users' behavior in B2C E-Commerce website where the users' habits and behavior is special. So we propose the user adoption model of e-commerce recommendation system based on TAM model. Fistly, we use the behavior intention to express the customer adoption behavior for online shopping behavior is difficult to. Then, we use the concept of compatibility in the IDT model, which is the influence factor on usefulness and ease of use. The study found that, as external factor, compatibility affects the user perceived usefulness and ease of use, perceived ease of use significantly affect the usefulness, usefulness and ease of use are important factors affecting the user adoption of e-commerce recommendation system, then we provide comments and suggestions on the recommendation system for the e-commerce business.