Now that e-commerce coverage has been expanding, figuring out how personalized recommendations affect consumers’ purchasing decisions is important for businesses that want to adjust their marketing strategies. This article focuses on the actual changes in personalized product recommendations, and what role these recommendations will bring to the purchase behavior of online consumers in China. The purpose of this paper is to analyze the impact of personalized recommendations on purchasing decisions, while examining the role of different demographic characteristics, and to find out the most obvious types of recommendations for actual effects. The final results show that personalized product recommendations have a great impact on purchasing behavior, and “Recently Viewed” is the most prominent. Among the demographic features, gender and certain income levels are significantly associated with purchasing behavior, while age and education show no significant effects.

Jiao Li. Effects of Personalized Product Recommendations on Online Buyers' Purchasing Behavior in China. Academic Journal of Business & Management (2026), Vol. 8, Issue 9: 99-110. https://doi.org/10.25236/AJBM.2026.080912.

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