Abstract

To increase network users’ satisfaction and continuous behavior, e-commerce platform is concentrated on providing users more enjoyment during consuming online. Online personalized system can help e-commerce platform know more users’ preference, which aims to increase degree of match between service, product and preference, need, but users pay attention to privacy concern during this process which can take with negative emotion and lessen users’ continuous behavior. This research focuses on users’ privacy concern in online personalized system based on user acceptance of information technology model and expectation confirmation theory, and builds online personalized system behavior model of continuous use and collect the real data to test the model. Results show that privacy concern and the ability of personalization for the platform have significantly effects on user’s behavior of continuous use. Therefore, the balance between personalization and privacy concern has important meaning for e-commerce platform which can provide high quality service to users.

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