Research On The Mechanism Of Discontinuous Use Intention Of Recommender System

Recommendation system is an information filtering technology,which can not only improve customers’ shopping experience,but also provide more benefits for enterprises.Under the background of big data,many enterprises can’t do without the huge marketing advantages brought by personalized recommendation system.However,with the increasing concern of consumers for privacy and the emergence of more and more privacy leaks,consumers began to thought the convenience brought by personalized recommendation system with the concern of sharing their personal information.Studies have focused on improving the personalization and accuracy of recommendation systems to enhance consumers’ adoption,but there is a lack of in-depth theoretical exploration and disclosure of internal processes for consumers’ discontinuous use intention for privacy protection.Based on this scenario,this study deeply discusses the mechanism of consumers’ discontinuous use intention,and makes clear the boundary conditions when consumers perceive the personalization of recommended services or products,so as to further enhance the application value of the recommendation system.In this paper,the literature research method is used to sort out the research results of personalized perception and discontinuous use intention in recommendation system.Based on the protective motivation theory,the influencing mechanism model of discontinuous use intention in recommendation system is systematically proposed.572 valid samples were collected by questionnaire.After the hypothesis test by regression analysis,the following conclusions are drawn: First,perceived personalization has a positive impact on the discontinuous use intention;Secondly,protection intention plays an intermediary role in perceiving the influence of personalization on the discontinuous use intention;Third,individual privacy concerns positively regulate the influence of perceived personalization on protection intention.According to the research conclusion,the theoretical contributions and management inspiration of this study include two aspects: Firstly,it shows the intermediary mechanism of protection intention in the process of perceived personalization influencing the discontinuous use intention,expands the discussion on the mechanism of perceived personalization influencing the discontinuous use intention,and provides reference for how to reduce the discontinuous use intention.When pushing personalized services,the recommendation system should not blindly pursue the matching degree between the recommendation service and the audience,so as to avoid the discontinuous use intention caused by subjective mandatory recommendation.Secondly,deepen the understanding of the boundary conditions of perceived personalization’s influence on the discontinuous use intention,and the recommendation system should provide differentiated personalized services for consumers with different privacy concerns.