Abstract: 【Purpose/significance】Exploring the main features of online product recommendation quality, and discussing the role of
e-commerce shopping guide platforms in consumer decision-making process, this article aims to help e-commerce shopping guide
platform to develop more targeted strategies and management countermeasures that are more in line with consumer needs.【Method/process】Based on the two-factor theory, the paper constructed a research model on the influence factors of online product recommen?dation on user loyalty. The model and hypotheses were validated by Partial Least Squares(PLS) method through online questionnaire of 309 valid responses.【Result/conclusion】Customer product screening cost and decision quality significantly affect customer loyalty;product screening cost is negatively correlated with recommendation accuracy and novelty, and positively correlated with information false and information overload; product evaluation cost is negatively correlated with recommended novelty, and positively correlated with information false and information overload; decision quality is positively correlated with recommendation accuracy and recom? mended novelty, and negatively correlated with false information and information overload.【Innovation/limitation】Product screening cost is more affected by inhibitory factors than by promoters, and product evaluation cost and decision-making quality are more affect? ed by promoters than by inhibitory factors