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How Does Algorithmic Recommendation Affect Consumers' Impulsive Purchasing Behavior: Taking Douyin's "Guess You Like" as an Example

Author(s)

Zengyi Xu

Affiliation(s)

Jinan New Channel -JUTES High School, Jinan, China

Abstract

This article focuses on the impact of algorithmic recommendation on consumers' impulsive purchasing behavior, taking the typical algorithmic recommendation function of Douyin, "Guess What You Like", as the research object. By deeply analyzing the working principle of algorithmic recommendation and the psychological mechanism of consumers' impulsive purchasing behavior, and combining the actual case of Douyin's "Guess What You Like", this paper explores how algorithmic recommendation influences consumers' impulsive purchasing decisions from aspects such as personalized matching, creating immersive experiences, and generating a sense of urgency. At the same time, analyze the possible negative impacts and put forward corresponding suggestions, aiming to provide theoretical basis and practical reference for e-commerce platforms to optimize algorithm recommendation strategies and guide consumers to consume rationally.

Keywords

Algorithmic Recommendation; Impulsive Purchasing Behavior; Douyin "Guess You Like"

References

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