Research Article
Analysis on the Consumption Decision-making Path of the "Recommendation" Model Based on Social Media
@INPROCEEDINGS{10.4108/eai.1-9-2023.2338699, author={Bingzhao Jiang and Yawen He and Huicheng Liang}, title={Analysis on the Consumption Decision-making Path of the "Recommendation" Model Based on Social Media}, proceedings={Proceedings of the 2nd International Conference on Public Management, Digital Economy and Internet Technology, ICPDI 2023, September 1--3, 2023, Chongqing, China}, publisher={EAI}, proceedings_a={ICPDI}, year={2023}, month={11}, keywords={recommendation; social media; key opinion leaders; aisas model; consumption decision-making; path analysis}, doi={10.4108/eai.1-9-2023.2338699} }- Bingzhao Jiang
Yawen He
Huicheng Liang
Year: 2023
Analysis on the Consumption Decision-making Path of the "Recommendation" Model Based on Social Media
ICPDI
EAI
DOI: 10.4108/eai.1-9-2023.2338699
Abstract
The recommendation is a new consumption model based on social media. It will establish an information transmission chain among consumers, between consumers and merchants, and between merchants through a non-central information transmission mode and through consumers' understanding and trust of commodities and services. To a certain extent, it has become an important factor affecting consumers' purchase decisions. On the basis of an overview of the consumption pattern of "recommendation" and AISAS model, taking social media as the background and combining the characteristics and influencing factors of the consumption pattern of "recommendation", This paper proposes relevant strategies to promote the development of consumption model of social media "recommendation" and brand new model interpretation based on model improvement and optimization, hoping to provide theoretical references for promoting the healthy development of social media marketing and network marketing.
