摘 要
随着信息技术的发展，个性化推荐系统在电子商务、社交网络等领域的应用日益广泛，消费者面对海量信息时对个性化推荐的需求不断增加。本研究旨在探讨消费者对个性化推荐的态度，基于技术接受模型并引入隐私关注变量构建理论框架，通过问卷调查收集数据，运用结构方程模型进行实证分析。研究样本涵盖不同年龄、性别、职业的消费者，共获取有效问卷1200份。结果显示，感知有用性、感知易用性对消费者态度有显著正向影响，隐私关注对态度存在显著负向影响，且隐私关注在感知有用性与态度之间起部分中介作用。创新点在于将隐私关注纳入技术接受模型中考察其对消费者态度的影响机制，为理解消费者行为提供新视角。主要贡献是为企业优化个性化推荐服务策略提供理论依据，有助于企业在满足用户需求的同时合理处理隐私问题，提高用户满意度和忠诚度，促进个性化推荐系统的健康发展。
关键词：个性化推荐 隐私关注 技术接受模型
Abstract
With the development of information technology, personalized recommendation systems have been increasingly applied in areas such as e-commerce and social networks, leading to a growing demand for personalized recommendations among consumers who face an overwhelming amount of information. This study aims to explore consumers' attitudes toward personalized recommendations by constructing a theoretical fr amework based on the Technology Acceptance Model (TAM) with the inclusion of privacy concern as an additional variable. Data were collected through a questionnaire survey and analyzed using structural equation modeling. The sample covered consumers of different ages, genders, and occupations, yielding 1200 valid questionnaires. The results indicate that perceived usefulness and perceived ease of use have significant positive effects on consumers' attitudes, while privacy concern has a significant negative effect on attitudes. Moreover, privacy concern partially mediates the relationship between perceived usefulness and attitudes. The novelty of this research lies in incorporating privacy concern into the TAM to examine its impact mechanism on consumers' attitudes, offering a new perspective on consumer behavior. The primary contribution is providing a theoretical basis for businesses to optimize their personalized recommendation service strategies, which helps enterprises meet user needs while addressing privacy issues appropriately, thereby enhancing user satisfaction and loyalty and promoting the healthy development of personalized recommendation systems.
Keyword:Personalized Recommendation Privacy Concern Technology Acceptance Model
目 录
1绪论 1
1.1消费者个性化推荐研究背景 1
1.2研究消费者态度的意义 1
1.3国内外研究现状综述 1
1.4本文研究方法与创新点 2
2消费者对个性化推荐的认知 2
2.1个性化推荐的概念理解 2
2.2推荐系统的认知途径 3
2.3消费者认知的影响因素 4
3影响消费者态度的因素 4
3.1隐私与安全顾虑分析 4
3.2推荐准确性的重要性 5
3.3推荐内容的相关性 5
3.4推荐的透明度感知 6
4消费者态度的行为表现 6
4.1接受程度的测量 6
4.2使用行为的变化趋势 7
4.3态度对购买决策影响 8
结论 8
参考文献 10
致谢 11
