中文摘要：

网络信息技术的高速发展，使得电子商务网站能够为消费者提供越来越多的商品。为了帮助消费者有效地找到商品，推荐服务开始广泛应用于电子商务环境中。目前，在网络经济中存在的突出问题是推荐服务仍以商品推荐为主，并不涉及知识推荐，而消费者在电子商务网站购物过程中，普遍存在着商品相关知识不足的情况。为了加快网络经济发展，电子商务网站应认真研究为消费者提供以知识为主的推荐服务。另外，不同认知需求水平、性别的消费者在商品相关知识推荐服务接受意愿上存在显著差异。

英文摘要：

The rapid development of information technology has made it possible for e-commerce websites to offer customers more goods. As a result, recommendation service has been popularized to help customers find the commodities they need efficiently. Although online consumers usually fall short of commodity knowledge, the service only has to do with commodity recommendation, not with knowledge recommendation. Online e-commerce websites need to conduct relative study and provide recommendation service focusing on knowledge. The study also found that the willingness to accept the knowledge varies prominently among consumers with different cognitive demand and different gender.