Personalized Recommendation and Consumer Decision-Making: User Behavior Analysis Based on Taobao Platform

Ying Yang

2025

Abstract

With the rapid development of e-commerce, personalized recommendation systems have become an important tool to improve platform user experience and sales performance. Taobao platform utilizes big data technology to analyze consumer behavior patterns and push products that align with their interests and needs, effectively stimulating consumers' purchasing desires. However, the widespread use of this technology also comes with potential risks such as privacy breaches and information overload. This study employs literature analysis and case study methods to comprehensively examine the functions of personalized recommendation systems and the consumer experience. By reviewing existing literature, the study delves into the dual impact of personalized recommendations on consumers' purchase intentions, using Taobao as a case example. The research shows that personalized recommendation systems play a significant positive role in improving decision-making efficiency and stimulating consumption desire. However, issues such as information overload and privacy concerns under precise personalized recommendations have had a negative impact on consumers' purchasing desires and trust in the platform. Based on these findings, the paper proposes recommendations from three aspects: recommendation algorithms, information overload, and privacy protection, to support the healthy development of personalized recommendation mechanisms on e-commerce platforms.

Paper Citation

in Harvard Style

Yang Y. (2025). Personalized Recommendation and Consumer Decision-Making: User Behavior Analysis Based on Taobao Platform. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 80-84. DOI: 10.5220/0014074300004942

in Bibtex Style

@conference{apmm25,
author={Ying Yang},
title={Personalized Recommendation and Consumer Decision-Making: User Behavior Analysis Based on Taobao Platform},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={80-84},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014074300004942},
isbn={978-989-758-791-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM
TI - Personalized Recommendation and Consumer Decision-Making: User Behavior Analysis Based on Taobao Platform
SN - 978-989-758-791-7
AU - Yang Y.
PY - 2025
SP - 80
EP - 84
DO - 10.5220/0014074300004942
PB - SciTePress