基于感知价值和隐私关注的用户移动个性化推荐采纳

User's Adoption Intention of Mobile Personalized Recommendation Based on Theories of Perceived Value and Privacy Concern

移动商务的发展带来了移动网络信息量的激增,为解决信息超载问题,提升用户体验,帮助消费者更加快捷高效地找到合意的商品或服务信息,许多电商网站开发了移动个性化推荐系统。所谓移动个性化推荐,就是以移动终端为载体,根据用户自身或相似用户过去的偏好和行为向其推荐可能感兴趣的商品或服务信息,是购物消费模式向服务消费模式转变的重要手段。鉴于移动个性化推荐主要依赖于用户信息挖掘,会引起用户对个人隐私信息泄露的关注,因此在推荐模型算法改进和移动营销实践中一定要考虑用户对移动个性化推荐的感知和行为意向。基于探索性因子分析、验证性因子分析、结构方程模型及回归分析,实证分析感知价值和隐私关注对用户移动个性化推荐采纳意愿的影响和作用机制发现,用户感知功能价值和体验价值对其移动个性化推荐采纳意愿的影响最为显著,其次是隐私关注,最后是安全价值,感知社会价值的影响不显著;隐私关注对用户感知功能价值和安全价值与移动个性化推荐采纳意愿之间的关系存在负向调节作用。因此,为更好地提高用户移动个性化推荐采纳意愿,唤起用户消费心理并转化成消费行为,一定要在进一步完善移动个性化推荐功能属性,通过加强基于情境的个性化推荐提升用户体验,提高推荐精准性和新颖性的同时,加强用户隐私保护,营造安全的移动营销环境。

The development of mobile business brought us with the increase of mobile internet information;to solve the problem of excessive information,improve customers’experience,help them find out the preferred goods and service information,some e-commerce networks develop mobile personalized recommendation system.The so called mobile personalized recommendation is to take MTs as the carrier and provide the likely preferred goods or service information based on customers’historical or similar preference and behaviors;it is the important measures to realize the transformation from goods consumption pattern to service consumption pattern.Exploring user’s perception and behavioral intention to mobile personalized recommendation will provide references for the improvement of recommendation model and algorithm,and the resolution of problems arising in the mobile marketing.According to perceived value and privacy concern,the authors conduct on mobile personalized recommendation,propose research hypotheses and the research model.Data is collected through empirical method,the reliability and validity analysis,structure equation modeling(SEM),and regression analysis are conducted to verify variables and hypotheses.The research results show that:the functional value and experiential value significantly affects user’s adoption of mobile personalized recommendation,which followed by security value,and the impact of social value is insignificant;privacy concern has strongly negative effect on user’s adoption of mobile personalized recommendation,and it would moderate the impact of functional value and security value on user’s adoption of mobile personalized recommendation.So to better improve users’intention to adopt mobile personalized recommendation,stimulate customers’willingness to consume,and transform it to consumption behaviors,we should further perfect the function nature of the recommendation,enhance customers’experience with the help of individualized recommendation,enhance the protection of users’privacy,and create the safe environment for mobile marketing.