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 concern are conducted. By designing various scenarios and collecting the data through questionnaire, research questions 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 experience, and that privacy concern would moderate the impact of the personalized degree of shopping websites’ recommendation on online shopping experience.

Key words: online shopping experience, personalized recommendation, privacy concern