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

（Liaoning Technical University，Huludao，Liaoning125105，China）

Abstract：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.

Key words：perceived value；privacy concern；mobile personalized recommendation；adoption intention