In this study, we examine and propose a personalization technology acceptance model (TAM) for e-commerce. We conducted a 2 (Privacy concerns priming vs. Control condition) × 2 (Personalization vs. Nonpersonalization) factorial, between-subjects experiment among college students (Study 1, N = 205) and adult samples (Study 2, N = 211). The findings indicate consumers' perceived usefulness of personalization technology is positively related to their behavioral intentions to use an e-commerce mobile app, supporting Davis (1989)'s TAM. Data further demonstrate that consumers' privacy concerns (i.e., Study 1) and willingness to self-disclose (i.e., Study 2) moderate the personalization–behavioral intention relationship. Overall, the efficacious operation of personalization technology in e-commerce depends on the usefulness and precision of personalized recommendations as well as consumers' privacy concerns and preferences in trading off personal information.

中文翻译：

---

“我们认为您可能会喜欢这个”：针对注重隐私的消费者的电子商务个性化调查

在这项研究中，我们研究并提出了电子商务的个性化技术接受模型（TAM）。我们在大学生（研究 1，N  = 205）和成人样本（研究 2，N = 211）。调查结果表明，消费者对个性化技术的感知有用性与其使用电子商务移动应用程序的行为意图呈正相关，支持 Davis (1989) 的 TAM。数据进一步表明，消费者的隐私担忧（即研究 1）和自我披露意愿（即研究 2）调节了个性化-行为意向关系。总体而言，个性化技术在电子商务中的有效运行取决于个性化推荐的有用性和准确性，以及消费者对个人信息权衡的隐私关注和偏好。