Research on Impact of Recommenders and Recommended Information on Consumers' Purchase Intention in Social E-commerce

Due to the large number of user recommendations on the social e-commerce platform and the uneven quality, it is important to study what factors influence the purchase intention of users. This paper constructed the model of the user's recommendation to purchase intention from three perspectives: recommender, recommendation information, and information receiver. Based on the theory of trust, a risk theory was introduced to study the role of trust and perceived risk in user recommendation and purchase intention. The results showed that the potential factors that have a direct effect on the purchase intention are trust, perceived risk, professional ability, information quantity, information quality, and visual cues. Based on the results, this study puts forward specific and practical recommendations from the perspective of social e-commerce platform.