移动商务用户个性化推荐采纳行为影响因素的实证研究

Influencing Factors of Mobile Commerce Users' Adoption on Personalized Recommendation

立足于移动互联网平台,基于TAM2模型理论并对其进行拓展修正,从用户感知角度构建移动用户个性化推荐采纳的理论模型,旨在探讨移动电子商务用户对个性化推荐使用意向的影响因素。通过问卷调查,共收集253份有效问卷,采用SPSS和LISREL软件对假设模型进行验证。结果显示,用户创新性、感知有用性对个性化推荐使用意向具有非常显著的正向影响作用,隐私关注负向影响使用意向。对于感知有用性,主观规范、感知个性化和推荐信息质量均具有显著正向影响作用。其中,感知个性化最突出。据此,为移动电商个性化推荐技术的提高与完善提出相关对策与建议。

This paper established a theoretical model of mobile commerce users＇ adoption on personalized recommendations from the perspective of the users＇ perception,based on the modification of the mobile Internet platform and technology acceptance model（TAM2）,to explore the potential important factors that affect users＇ adoption behavior.By conducting a questionnaire survey,we collected 253 valid questionnaires to verify the proposed model with SPSS and LISREL.The results indicate that users＇ innovativeness and perceived usefulness have significant positive effects on users＇ adoption on personalized recommendations,while the privacy concerns have negative impacts on users＇ adoption.Specifically,perceived usefulness,subjective norm,perceived personalization and the quality of recommend information have significant positive effects on users＇ adoption,especially the effects caused by perceived personalization.Finally,this research puts forward some suggestions for mobile electrical business to improve personalized recommendation technologies based on our findings.