A Study On The Influence Mechanism Of Perceived Personalization On Users' Satisfication Of LBS

Combining the Internet and mobile communication,the mobile Internet is a general term for the deep integration of Internet platforms,business models applications and mobile communication terminals.With the application and popularization of 5G technology,the speed of network information transmission will be greatly increased again and the mobile Internet service is going to trigger a new ‘busniess revolution'.Based on the continuous and rapid development of the mobile Internet,Location Based Services(LBS)will surely usher in a broader market prospect.At present,the research on LBS mainly focuses on the technical level research of pushing personalized information to meet the specific needs of different users,while the researches on LBS users' attitudes and behavioral intentions are relatively few and mainly focuse on the positive influencing factors of users' attitudes and behaviors.However,the theoretical level research is based on the technology acceptance model(TAM),combined with perceived value theory,motivation theory and expectation confirmation theory to analyze the influencing factors of LBS uers' behavior intentions,mainly involving users' own factors,social relation factor and system factors of LBS itself.In order to comprehensively research the influencing factors of satisfaction of LBS users,this paper considers both positive and negative factors.Based on perceived value theory,psychological resistance theory and persuasive knowledge model,the research studies the mechanism of perceived personalization on satisfaction.Specifically,taking perceived personalization as an independent variable,perceived risk,perceptual restriction,psychological resistance(compulsive feeling,manipulation intention inference)as mediator variables and privacy concerns as a moderator variable,this paper constructs an influencing factor model of users' satisfaction of LBS.According to the researches of previous scholars and theoretical models,the hypothesis of correlation between variables are derived.Descriptive statistical analysis,exploratory factor analysis,confirmatory factor analysis,etc.were carried out on the collected data to verify the research hypothesis by using SPSS20.0,Lisel8.7 and Process3.3 plug-ins.The results show that perceived personalization has a direct positive impact on sat-isfaction;perceived risk,perceived restriction,psychological resistance(compulsive feeling,manipulation intention inference)mediate between perceived personalization and satisfaction respectively.It is found that both perceived risk and perceived restriction positively affect psychological resistance(compulsive feeling,manipulation intention inference).Perceived risk and psychological resistance(compulsive feeling,manipulation intention inference),perceived restriction and psychological resistance(compulsive feeling,manipulation intention inference)respectively play a chain mediating role between perceived personalization and satisfaction.In addition,privacy concerns negatively moderate the relationship between perceived personalization and satisfaction.Based on the research conclusions,relevant management suggestions are proposed,including: non-manually integrating data of users,updating the push of personalized information in real time;improving the security protection of the LBS platform,enhancing the brand image of the enterprise;increasing the information encounter,adding interfaces for identifying heterogeneous information selected by the user;affirming the user to privacy rights,focusing on personalized information push according to different groups and so on.Finally,the article elaborates on the inadequacies of three aspects: the lack of classification research on LBS application,specific user groups based on demographic variables and in-depth analysis of the roots of the ‘personalized information load paradox'.Meanwhile,the article points to the future research prospects.The theoretical contribution of this research lies in the introduction of two dimensions of psychological resistance——compulsive feeling and manipulation intention inference to construct a chained intermediation model to study the double-sidedness of LBS personalization.The higher the user's personalization perception of LBS,does not necessarily bring higher satisfaction and many other factors may lead to lower satisfaction,providing a new research perspective for the study of personalization services.