Do Consumers Pay For Personalized Recommended Products?

With the rapid development of the Internet,online shopping has become a lifestyle for people.In order to achieve higher sales revenue,companies have invested a lot of effort in personalized recommendations.Most previous research on personalized recommendations focused on the positive impact on consumer click and purchase behavior.Some scholars have suggested that personalized recommendations will cause consumers privacy concerns and then affect the profits of the company.Previous research findings about personalized recommendations affecting consumer behavior are contradictory,and scholars have ignored the important impact of privacy concerns on consumer behavior.So,what kind of personalized recommendations can increase consumer privacy concerns,and what kind of personalized recommendations can reduce consumer privacy concerns?Previous studies on this issue have not given conclusions.Therefore,this study aims to fill this theoretical gap and provide guidance for the company's personalized recommendations.This study analyzed the historical behavior of consumer for recommendation products from two aspects(concern intensity and whether they purchase).It also examines the interactive influence of attentional strengths and whether they purchase on privacy concerns.The study finds that when personalized recommended products have been bought and have high intensity of concern by consumers,can cause higher consumers' privacy concerns compared with the products that have not been bought and have high intensity of concern by consumers.when personalized recommended products have been bought and have low intensity of concern by consumers,can cause lower consumers' privacy concerns compared with the products that have not been bought and have low intensity of concern by consumers.when personalized recommended products have not been bought,the product which have high intensity of concern can cause lower consumers' privacy concerns than the product which have low intensity of concern.At the same time,this paper also explores the mediating effects of user perception(perceived utility and perceived control)on this effect.For products which have been purchased,the personalized recommendation of shopping websites will reduce consumers' perceptions of control and thus increase their privacy concerns.For products that have not been purchased but with high intensity of concern,personalized recommendation of shopping websites can improve consumers'perceived effectiveness.This in turn reduces its privacy concerns;For products that have not been purchased and have a low intensity of concern,personalized recommendations of shopping websites can reduce consumers' perceived control and thus increase their privacy concerns.In addition,we also found the moderating effect of the recommended platform.Personalized recommendations from third-party platforms generate higher levels of privacy concerns than shopping platforms.