消费者个性化推荐感知价值对采纳意愿的影响——产品涉入与隐私关注的调节作用

Influence of Consumers’ Perceived Value of Personalized Recommendation on Adoption Intention

个性化推荐系统能降低用户信息搜索成本,满足其需求。但是,现有研究少有关注消费者对这一系统感知价值及采纳意愿的影响。从消费者心理视角出发,以社会信息加工理论为基础、团购平台用户为对象,构建消费者个性化推荐采纳意愿模型。通过对456份问卷数据进行实证研究发现:个性化推荐感知价值三个维度均对用户采纳意愿有正向影响,其中结果价值影响最为显著,情感价值次之,程序价值最弱;用户隐私关注度负向调节感知价值对采纳意愿的影响;不同于假设,用户产品涉入度负向调节感知价值对采纳意愿的影响。因此,团购平台应从提升用户个性化推荐感知价值、消除用户戒备心理及改善用户隐私保护水平三个方面优化个性化推荐采纳意愿。

Personalized recommendation can reduce the cost of searching information and meet the demands of users.However,little attention has been paid to the influence towards consumers’perceived value and adoption intention of personalized recommendation.From the perspective of consumer psychology,based on social information processing theory,this paper constructs an adoption intention model of personalized recommendation based on users of group purchase platform.Through the empirical study of 456 questionnaires,it is found that the three dimensions of perceived value of personalized recommendation have a positive impact on users’adoption intention.Among them,the result value is the most significant,the emotional value is the second,and the program value is the weakest.The influence of perceived value of personalized recommendation on adoption intention is negatively moderated by users’privacy concerns.Different from hypothesis,user product involvement negatively moderates the impact of perceived value on adoption intention.Therefore,the group purchase platform should optimize the adoption intention of personalized recommendation from the aspects of enhancing users’perceived value of personalized recommendation,eliminating users’vigilance psychology and improving users’privacy protection level.