Research On Relationship Between Privacy Concerns And User’s Adoption Behavior Of Online Personalized Customization System

In recent years, e-commerce has developed rapidly. But as the market changingfrom the sellers’ to the buyers’, the goods provided by the e-commerce could notmeet the individual needs of consumers. In order to adapt to this situation, the producer must be response to the individual needs of the consumers quickly. In this context, the online customization system came into being.The online customization system produces personalized products for users according to the personalized data submitted through the network by them. It requires users provide personal information online, which inevitably leads to their concerns onthe leakage of personal data. Therefore, privacy issues will hinder the developmentof the online customization services. Researching on the relationships between privacy concerns and adoption behavior which based on online customization system can enhance the understanding of the consumer and protect consumer’s privacy, thusencourage users to adopt the online customization system and improve the competitiveness of the e-commerce company.This study reviews the relative academic research firstly. Secondly, it puts forward the theoretical framework of consumer behavior based on the privacy concern under the environment of online customization system. Then, we set the model by using Structural Equation Model and obtain data through issuing questionnaires. Finally, we use the statistical software-SPSS and AMOS to analyze the data and evaluate and correct the model.Through the theoretical and empirical analysis, conclusions of this research areas follows. In the online customization system environment, the privacy concerns of consumer has a significant positive effect on the perceived risk and has a negative effect on the trust; the privacy concerned doesn’t affect the adoption will significantly; the perceived risk impact the adoption will negatively and significantly; the trust does not significantly affect the perceived risk; the trust affect the adoption willpositively and significantly; the perceived ease of use has a positive and significant effect on the perceived usefulness; the perceived usefulness doesn’t affect on the trust significantly; the perceived usefulness positively affect the adoption will significantly.