THE IMPACT OF PERSONALIZED RECOMMENDATIONS ON CONSUMERS' PURCHASE INTENTION: A PERSPECTIVE BASED ON PERCEIVED VALUE IN E-COMMERCE LIVE STREAMING
DOI:
https://doi.org/10.35631/IJIREV.824027Keywords:
Consumers' Purchase Intention, E-Commerce Live Streaming, Perceived Value, Personalized RecommendationAbstract
The essence of e-commerce live streaming is the interactivity in real time. Consumers are more likely to be influenced by emotional and social factors than rational factors when making purchasing decisions. This is quite different from the situation response mechanism in traditional e-commerce scenarios. When the content of e-commerce live streaming is gradually becoming homogeneous, personalized recommendations have become one of the most important sources of platform competitiveness. Most current research focuses on the development of recommendation algorithms and technical optimization, but few studies have discussed the influence on users at the level of perception. The attributes of personalized recommendation (relevance, timeliness, and novelty) are the independent variables affecting consumers’ purchasing decision. Still, few studies have explored the influence path of personalized recommendation on consumers’ perceived value and the impact of consumers’ purchase intention. This study starts from the perspective of consumers’ perceived value. It builds the framework of "personalized recommendation - perceived value - consumer purchase intention." The questionnaire was employed to investigate the impact of personalized recommendations on consumers' intention to purchase, along with the mediating role of perceived value. According to the results of this study, personalized recommendations have a significant positive effect on consumers’ purchase intention in the e-commerce live streaming environment. Perceived value serves as a key mediating variable in the formation of consumer behavior. The empirical results show that personalized recommendations influence purchase intention indirectly via perceived value. In addition, this paper suggests that improving the relevance, timeliness, and novelty of recommendation content can effectively increase consumers’ perceived value and further promote their purchase intention.
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