尽管电子商务推荐在推动我国商务发展方面具有重要的作用,但却面临着“新商品推荐”的问题,其主要症结就在于消费者、新商品二者缺乏密切的联系。本文以消费心理学为研究视角,遵循“消费性格决定其行为”原理,简要概述了消费者心理以及性格,并且着重探讨了基于消费者性格的新商品推荐方法,以期对新商品作出更为恰当的推荐,同时也满足消费者的精神需求。 Although e-commerce recommendation plays an important role in promoting China’s business development, it faces the problem of “new product recommendation ”. The main crux of e-commerce recommendation lies in the lack of close contact between consumers and new products. This paper, from the perspective of consumer psychology, follows the principle of “consumer behavior decides its behavior”, briefly summarizes the consumer psychology and personality, and focuses on the new product recommendation method based on consumer personality in order to make more new products For the proper recommendation, but also to meet the spiritual needs of consumers.