Influence mechanism of adoption willingness of personalized recommendation information on e-commerce platforms based on structural equation modeling

Jiaqi Yan; Xiyi Liang; Xiaoying Zheng

doi:10.1117/12.2670328

8 March 2023 Influence mechanism of adoption willingness of personalized recommendation information on e-commerce platforms based on structural equation modeling

Jiaqi Yan, Xiyi Liang, Xiaoying Zheng

Author Affiliations +

Proceedings Volume 12586, Second International Conference on Green Communication, Network, and Internet of Things (CNIoT 2022); 125860J (2023) https://doi.org/10.1117/12.2670328
Event: Second International Conference on Green Communication, Network, and Internet of Things (CNIoT 2022), 2022, Xiangtan, China

Abstract

Personalized recommendation information services in e-commerce platforms can help users get the information they need faster. Still, users also worry about the risk of privacy disclosure and illegal use. Users' willingness to adopt personalized recommendation information on e-commerce platforms and its influence mechanism is unclear. This paper explores how users weigh the conflict between convenience and privacy risks brought by personalized recommendation, builds an influencing factors model of the willingness to adopt personalized recommendation information on ecommerce platforms, and uses structural equation modeling (SEM) for analysis and verification. The results show that the perceived privacy risk negatively influences the adoption willingness, but the impact level is lower than expected. The adoption willingness of personalized recommendation information is more influenced by its usefulness.

Citation Download Citation

Jiaqi Yan, Xiyi Liang, and Xiaoying Zheng "Influence mechanism of adoption willingness of personalized recommendation information on e-commerce platforms based on structural equation modeling", Proc. SPIE 12586, Second International Conference on Green Communication, Network, and Internet of Things (CNIoT 2022), 125860J (8 March 2023); https://doi.org/10.1117/12.2670328

ACCESS THE FULL ARTICLE

INSTITUTIONAL
Select your institution to access the SPIE Digital Library.

SELECT YOUR INSTITUTION

PERSONAL
Sign in with your SPIE account to access your personal subscriptions or to use specific features such as save to my library, sign up for alerts, save searches, etc.

PERSONAL SIGN IN

No SPIE Account? Create one

PURCHASE THIS CONTENT

SUBSCRIBE TO DIGITAL LIBRARY

50 downloads per 1-year subscription

Members: $195

Non-members: $335 ADD TO CART

25 downloads per 1 - year subscription

Members: $145

Non-members: $250 ADD TO CART

PURCHASE SINGLE ARTICLE

Includes PDF, HTML & Video, when available