The Influence of Intelligent Recommendation Quality Based on Perceived Value Mediation on Consumers’ Mobile Shopping Intention: The Moderating Role of Customer Knowledge

To examine the relationship between intelligent recommendation, perceived value and mobile shopping intention, and to examine the moderating effect of customer knowledge. In this paper, 425 people with mobile shopping experience were interviewed online by questionnaire method and the questionnaire was tested by SEM. The study found the following: (1) The information quality of intelligent recommendation has a significant positive impact on perceived value. (2) The direct effect of system quality and service quality on perceived value is not significant. (3) Perceived value directly affects mobile shopping intentions. (4) Perceived value plays a mediating role between information quality and mobile shopping intention. (5) The moderating effect of customer knowledge on information quality is not significant. The research results can not only enrich the existing theories of mobile shopping and consumer behavior, but also provide some guidance for enterprises operating in the mobile environment.