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Empirical Study and Model of User Acceptance for Personalized Recommendation

Personalized recommendation technology plays an important role in the current e-commerce system, but the user willingness to accept the personalized recommendation and its influencing factors need to be study. In this study, the Theory of Reasoned Action (TRA) and Technology Acceptance Model (TAM) are used to construct a user acceptance model of personalized recommendation which tested by the empirical method. The results show that perceived usefulness, perceived ease of use, subjective rules and trust tend had an impact on personalized recommendation.