The Influence of the Algorithmic Recommendation Mechanism of Short-Video Platforms on Consumers' Purchasing Decisions

Short-video platforms have become an important part of consumers' lives due to their unique content and rapid dissemination, and their user base continues to expand. Algorithmic recommendation enhances user stickiness and influences purchase decisions through personalized content delivery, such as "product recommendation" and live-streaming sales. The topic of this article is the influence of the algorithmic recommendation mechanism of short-video platforms on consumers' purchase decisions and brand loyalty, revealing how it affects purchase intentions and behaviors. The research method of this article is literature review. The results is that the algorithm enhances the purchase intention and decision-making efficiency through personalized recommendation, especially with significant effects in real-time interaction scenarios, but is affected by trust and the situation. The research conclusion of this paper is that the algorithm optimizes the purchase efficiency and experience, but the effect varies due to trust, context and transparency. It provides guidance for brand marketing and suggests focusing on real data and long-term effects.