CAJ | 학술논문

网络信息技术的高速发展，使得电子商务网站能够为消费者提供越来越多的商品。为了帮助消费者有效地找到商品，推荐服务开始广泛应用于电子商务环境中。目前，在网络经济中存在的突出问题是推荐服务仍以商品推荐为主，并不涉及知识推荐，而消费者在电子商务网站购物过程中，普遍存在着商品相关知识不足的情况。为了加快网络经济发展，电子商务网站应认真研究为消费者提供以知识为主的推荐服务。另外，不同认知需求水平、性别的消费者在商品相关知识推荐服务接受意愿上存在显著差异。
망락신식기술적고속발전，사득전자상무망참능구위소비자제공월래월다적상품。위료방조소비자유효지조도상품，추천복무개시엄범응용우전자상무배경중。목전，재망락경제중존재적돌출문제시추천복무잉이상품추천위주，병불섭급지식추천，이소비자재전자상무망참구물과정중，보편존재착상품상관지식불족적정황。위료가쾌망락경제발전，전자상무망참응인진연구위소비자제공이지식위주적추천복무。령외，불동인지수구수평、성별적소비자재상품상관지식추천복무접수의원상존재현저차이。
The rapid development of information technology has made it possible for e-commerce websites to offer customers more goods. As a result, recommendation service has been popularized to help customers find the commodities they need efficiently. Although online consumers usually fall short of commodity knowledge, the service only has to do with commodity recommendation, not with knowledge rec-ommendation. Online e-commerce websites need to conduct relative study and provide recommendation service focusing on knowledge. The study also found that the willingness to accept the knowledge varies prominently among consumers with different cognitive demand and different gender.