Research on the Relationship Between Recommenda-Tion Mechanism of Short Video Platform and Users’ Purchase Intention Under the Background of Interest E-Commerce

Wei Jia Liu ()
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Wei Jia Liu: Guangdong University of Technology

A chapter in Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022), 2022, pp 1477-1482 from Springer

Abstract: Abstract With the development of Internet technology, the development of traditional e-commerce platforms has reached a bottleneck period. Although new forms of e-commerce are emerging, such as cross-border e-commerce, social e-commerce, live broadcast e-commerce, etc. However, products are becoming more and more standardized, and users cannot find those relatively novel products, and cannot find products that meet their interests like offline shopping. Therefore, this article will focus on a new concept - interest e-commerce. In the context of the Internet economy, short video platforms can recommend short videos that meet their interests to users through algorithms, and recommend short video advertisements based on users’ interests. The purpose of this is to tap users’ potential needs and also allow users to buy The goods you arrive are full of personalization. However, the user may not be interested in short videos, or the user thinks that the product is not practical, etc., which may affect the user's purchase intention. Therefore, enterprises need to deal with the artificial intelligence push mechanism, such as using neural networks to summarize users’ interests, and then use decision trees to decide on recommended videos, so that users can find videos and products that match their interests.

Keywords: Interest e-commerce; Algorithmic recommen- dation; Content value perception; Purchase intention (search for similar items in EconPapers)
Date: 2022
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DOI: 10.2991/978-94-6463-036-7_219

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