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10373在竞争激烈的网上零售活动中,为了提升消费者的购物体验、培养顾客忠诚,越来越多的电子商务企业开始为顾客提供个性化商品推荐。目前个性化推荐相关文献主要研究如何改进推荐算法、提升推荐质量,而关于个性化推荐与消费者行为之间关系的研究相对较少。这导致学者和电子商务从业人员过于关注推荐算法本身,而忽略了推荐对消费者和电子商务企业的影响。为了帮助学界和业界更好地认识和理解个性化推荐及其研究脉络,本文从个性化推荐的定义和分类、推荐算法和模型、个性化推荐与消费者行为之间的关系这三个方面对现有文献进行了系统的梳理。与现有的相关文献综述不同,本文侧重于探讨个性化推荐与消费者行为之间的关系,主要包括消费者对个性化推荐的评价及其影响因素以及个性化推荐对消费者网上购买决策过程、决策结果的影响。最后,本文提出了将来的一些研究方向,供营销和信息科学领域的学者进一步研究和探讨。
网上个性化推荐研究述评与展望
摘要
参考文献
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孙鲁平, 张丽君, 汪平. 网上个性化推荐研究述评与展望[J]. 外国经济与管理, 2016, 38(6): 82–99.
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