‘Conformity’ Or ‘Consumption Trap’? -- Exploring The Relationship Between Personalized Recommendation Marketing Mode and Consumers' Impulsive Consumption in Tik Tok Mall

Abstract

With the rapid development of short video platforms, the personalized recommendation marketing model of Tik Tok Mall has become a major means of attracting consumers. However, whether this personalized recommendation triggers consumers' impulsive consumption has become a hotly debated topic in academia and the industry. The purpose of this paper is to explore the impact of the personalized recommendation marketing model of Jittery Mall on consumers' impulsive consumption behavior. Through the questionnaire survey, combined with the actual purchase data of consumers in Tik Tok Mall, this paper analyzes the design of personalized recommendation system and its role in the consumer decision-making process. It is found that the personalized recommendation mode of Jittery Mall can significantly increase the purchase frequency of consumers and is more likely to induce impulsive purchasing behavior. In particular, the probability of impulse purchase increased when consumers felt interest or emotional resonance in the recommended products. Nonetheless, personalized recommendation also enhances consumers' loyalty to the platform, makes the shopping experience more convenient, and even helps to identify potential demand. The findings suggest that while the personalized recommendation model of Shake Mall can effectively stimulate consumption, it is also prone to inducing irrational impulse consumption. When optimizing recommendation algorithms, platforms should focus on balancing the rational and emotional needs of consumers, avoiding over-pushing and inducing consumption, in order to promote healthier and more sustainable consumption patterns.