Proceedings of the 2nd International Conference on Public Management, Digital Economy and Internet Technology, ICPDI 2023, September 1–3, 2023, Chongqing, China

Research Article

Analysis on the Consumption Decision-making Path of the "Recommendation" Model Based on Social Media

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  • @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
Bingzhao Jiang1,*, Yawen He1, Huicheng Liang1
  • 1: Guangdong Ocean University
*Contact email: jiangbingzhao@stu.gdou.edu.cn

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.