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中文摘要：
在电子商务背景下,通过问卷调查,运用Spss 22.0软件,研究在个性化推荐系统中,用户的感知价值对接受意愿的影响以及用户的心理资本在感知价值与接受意愿之间的调节作用。经过多重分析,结果表明：感知收益与接受意愿意向呈正相关关系,感知成本与接受行为意向呈负相关关系;乐观对用户的感知收益与接受意愿之间呈正向调节关系,对感知成本与接受意愿意向之间呈增强的调节作用;希望对用户的感知收益与接受意愿之间呈负向调节关系;自我效能对感知收益与接受意愿意向之间呈负向调节关系。研究结论为开发商或电商进一步优化个性化推荐系统,获取更加满意绩效提供了一定的理论支持。
英文摘要：
In the context of e-commerce, through the questionnaire survey, using spss 22.0 software, the paper studied the influence of the user＇ s perceived value on his willingness to accept as well as the adjustment of the user＇ s psychological capital in the perceived value and the willingness to accept the regulatory role in the personalized recommendation system. The results show that there is a positive correlation between perceived returns and willingness to accept intention, and that perceived costs are negatively correlated with accepted behavioral intentions;that optimism has a positive relationship between perceived earnings and willingness to accept;that there is a strong regulatory role between the intention and the will- ingness to accept the relationship between the perceived and the willingness to accept. The conclusion of the study provides some theoretical support for developers or operators to further optimize the personalized recommendation system and obtain more satisfactory performance.
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