The Influence of Product Recommendation Mechanism on Users in Marketing

Abstract

In today's era, the rapid development of e-commerce has led to the explosive growth of various product information on shopping websites. Many consumers have also fallen into the dilemma of choosing products recommended on Taobao's home page. How to help consumers eliminate other information interference and effectively select products that meet their personal preferences is an urgent problem for shopping websites to study and solve; this study explores the impact of product recommendation mechanisms on users in marketing, taking cosmetics as an example. This paper first reviews the relevant research literature on Taobao home page recommendations and consumer purchase behaviour and summarizes the characteristics of Taobao home page recommendations as information layout, recommendation strength, recommendation method, interactivity, and security; Then, based on the rational behaviour theory, combined with the planned behaviour theory, the research model of this paper is constructed. Use SPSS21.0 software to analyse the collected adequate data. Through the analysis of the research conclusions, summarize the impact of the Taobao homepage recommendation mechanism on consumers' purchasing behaviour of cosmetics, and propose optimization strategies for the recommendation features of the Taobao homepage recommendation mechanism.