Research On The Relationship Between Customer Privacy Concern And Decision Satisfaction Under The Influence Of Personalized Recommendation

In recent years,the e-commerce industry is developing faster and faster at the speed that people never expected before.In the meantime,consumers’ shopping habits and shopping concepts are also changing rapidly.Now consumers have begun to consider their own uniqueness and they are eager to find shopping sites,which are concerned about real needs from their hearts.Personalized recommendation is a system that is set up by people-oriented awareness so it helps a lot when customers are mired in decision-making quicksand.Shopping websites are making more effort to improve the personalized recommendation system since it will meet customers’ needs well.However,even though the personalized recommendation system brings much happiness to customers,there are also some potential dangers.This system usually uses some hidden data such as web browsing traces and mouse clicks without customers’ permissions,which will inevitably bring Internet privacy concern to those who insist on a high level of privacy.They may refuse to accept the information and not believe the shopping websites because of the lack of privacy.Privacy concerns mainly influence consumers during the decision making of online shopping,so this paper will focus on the relationship between consumer privacy concerns and decision-making satisfaction under personalized recommendations.This will not only make up for the theoretical blankness,but also help shopping websites to improve their marketing strategies in the fierce market competition.Based on the theory of communication privacy management and the theory of involvement,this study analyzes the relationship between consumer privacy and decision satisfaction in the context of personalized recommendation.The emotional reaction is introduced as the mediator variable,and the mediating effect between the positive emotion and dispositional impact.These are analyzed within the context of consumer privacy concerns and decision satisfaction.Additionally,the consumer network is introduced as a regulatory variable to help explore the degree of its involvement on different consumer networks in the consumer privacy concerns about the relationship between the emotional response of the differences.Based on the above considerations,this paper constructs the theoretical model.For this paper,a questionnaire was designed with a reference to the mature scale,and the questionnaires were distributed through the "questionnaire star".Finally,325 valid questionnaires were used,and the reliability and validity were also tested and confirmed.On the basis of this,the SPSS software is used to verify the hypothesis,and the corresponding countermeasures are put forward from the three aspects of the country,the shopping site,and the consumer.The results of the study show that there is a positive correlation between consumer privacy concerns and decision satisfaction under the personalized recommendation.Emotional responses(happy and dominant emotions)play a mediating role between consumer privacy concerns and decision satisfaction;According to the recommendation,the consumer network involved in the consumer privacy concerns and happy emotions played a regulatory role,but the consumer privacy concerns and the relationship between the regulation of e motional adjustment is not obvious.According to the empirical results of this paper,this paper puts forward the corresponding countermeasure suggestion to the country,the shopping website and the consumers.The state should improve the privacy legislation,strengthen the management and supervision;shopping sites should optimize the personalized recommendation strategy,to facilitate consumer acceptance;consumers should improve the sense of privacy protection,and dare to use legal means to defend legitimate rights and interests.