| 购物网站的个性化推荐对网络购物体验影响的实证研究 |
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| 引用本文： | 陈博,金永生.购物网站的个性化推荐对网络购物体验影响的实证研究[J].北京邮电大学学报(北京邮电大学学报),2013,15(6):45-51. |
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| 作者姓名： | 陈博 金永生 |
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| 作者单位： | 北京邮电大学经济管理学院,北京,100876;北京邮电大学经济管理学院,北京,100876 |
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| 摘 要： | 结合网络购物体验和个性化推荐的相关理论，对个性化推荐、网络购物体验、隐私关注之间的关系进行实证研究。通过设计不同的场景和采用问卷调查法收集数据，运用SPSS软件对数据进行多元线性回归分析对研究的问题进行验证和探讨。实证分析结果表明，购物网站推荐的个性化程度与消费者的网络购物体验之间存在正向作用关系，消费者的隐私关注在其中发挥调节作用。
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| 关 键 词： | 网络购物体验 个性化推荐 隐私关注 |
Empirical Study of Impact of Shopping Websites＇ Personalized Recommendation on Customers＇ Online Shopping Experience |
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| CHEN Bo,JIN Yong-sheng.Empirical Study of Impact of Shopping Websites＇ Personalized Recommendation on Customers＇ Online Shopping Experience[J].Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition),2013,15(6):45-51. |
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| Authors: | CHEN Bo JIN Yong-sheng |
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| Institution: | ( School of Economics and Management, Beijing University of Posts and Telecommunications, Beijing 100876, China) |
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| Abstract: | Based on the theories of online shopping experience and personalized recommendation, an empirical research on the relationships among personalized recommendation, online shopping experience and privacy con- cern are conducted. By designing various scenarios and collecting the data through questionnaire, research ques- tions are testified and discussed by using SPSS to make multiple linear regression analysis. The study finds that the personalized degree of shopping websites＇ recommendation has a positive effect on online shopping experi- ence, and that privacy concern would moderate the impact of the personalized degree of shopping websites＇ recommendation on online shopping experience. |
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| Keywords: | online shopping experience personalized recommendation privacy concern |
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