Research on The Influence of Personalized Recommendation on Consumers' Purchasing Decision: The Mediating Role of Consumers' Privacy Concern

With the development of electronic commerce, consumers can enjoy the convenience brought by online shopping, but they also face problems such as information overload and privacy disclosure.This paper summarizes the personalized recommendation service of big data, consumers' purchase intention and consumers' privacy concern based on several literatures, and then, discusses the relationship between them and conducts empirical research.Research shows that personalized recommendation and consumer privacy concern have significant impact on purchase intention, privacy concern plays an intermediary role between personalized recommendation system and purchase decision.Finally, this paper also provides some reference suggestions for shopping websites' big data recommendation services to help improve consumers' shopping experience.