Recommendation platform and purchase intention: On-line behavior of Chinese post-90s generation

Abstract

Chinese post-90s are the new millennials who living with the digitals products since born and now they are the main purchasing force in online shopping. Therefore, this research chooses Chinese post-90s as an object. The objective of this paper is to determine whether there is a relationship between the recommendation system in an online shopping website and the Chinese post-90s consumers’ purchase intention. Also, this paper focus on the gender difference in attitude to the recommendation and the gender difference in purchase intention affected by consumers’ trusting and perceived usefulness of the recommendation system. Showed in the results, males have higher trusting and perceived usefulness than females, and the purchase intention influenced by trusting and perceived usefulness is stronger in males than female. Based on the results, the implication and future research are also been pointed out.