An ISM Model of Influencing Factors on Recommendation Effect of E-Commerce Websites

Studying the factors that affect the recommendation effect of e-commerce website can help e-commerce website to improve the recommendation effect. This paper analyzes 15 factors that affect the recommendation effect through literature firstly, and then uses ISM model to establish the relationship and hierarchy between the factors. Research shows that satisfaction, accuracy, preference expression, preference revision and business objectives are superficial factors, coverage, diversity, pleasure, trust and communication ability are core factors, and novelty, surprise, page design, privacy and risk control are decisive factors. Based on the research results, this paper puts forward the corresponding improvement measures.