The Analysis On The Influencing Factors Of Users’ Privacy Risk Perception In The Personalized Recommender Adoption Of The Electronic Commerce

In recent years, personalized recommendation has improved by leaps and bounds in the field of electronic commerce. Consequently an increasing amount of research has demonstrated a parallel concern regarding user privacy. Privacy studies have mainly focus on the technological level of privacy protection, or on how to design recommender systems from the privacy as priority perspective, which inevitably has resulted in a rather narrow insight. It is true that users have become more and more security conscious in the age of the internet savvy. They are not satisfied with the information service which the recommender system implemented, and are more concerned about how the system works. In the process of information adoption, users may perceive the system as a threat. Therefore, it is essential to evaluate what kind of factors influence user privacy risk perception.By analyzing the factors that influence User Privacy Risk Perception from users’ cognition and reception of information, this study goes in stark contrast to the traditional approach. First we present a literature review on privacy issue and risk perception before moving on to Technology Threat Avoidance Theory(TTAT) and Social Exchange Theory. Then, we put forward a number of hypotheses on the adoption of Privacy Risk Perception of Privacy Concern. And finally using SPSS 19.0 to test the model utilizing the data from previous questionnaires, to form Structural Equation Model path diagram.Through the validation of Structural Equation Model(SEM), we have found that: (1)Perceived Susceptibility has a positive effect on Perceived Severity.(2) Perceived Susceptibility is unrelated to Perceived Threat.(3)Privacy Concern have a positive effect on Perceived Susceptibility and Perceived Severity.(4)Perceived Threat and Privacy Concern have a positive effect on Privacy Risk Perception.(5)Perceived Benefit has a negative effect on Privacy Concern.(6)Perceived Benefit is unrelated to Privacy Risk Perception. According to these findings, we advocate recommendations and strategies to decrease the level of privacy risk perception.