Modeling and Quantifying User Acceptance of Personalized Business Modes Based on TAM, Trust and Attitude

With the rapid development of economics and social businesses, users’ business demand has changed a lot. More and more people want to personalize their business modes so that they can get better experiences in business and learning activities. The key factor of personalized business mode is to consider users’ individual needs on business activities, so that users can receive differentiated services. Users’ satisfaction on personalized services will effectively improve the consuming experience of users, which is helpful for business organizations to strengthen their competitive power in business environments. However, will users wish to participate in personalized businesses? This is a crucial issue for developing personalized businesses. Aiming to solve this problem, this paper analyzes the major factors influencing user acceptance of personalized business modes. Then, we propose a research model that enhances the TAM (Technology Acceptance Model) model with trust and attitude to depict the influence from several variables to user acceptance of personalized business modes. Further, we use the structural equation method to conduct an empirical analysis on questionnaire data from the Internet. The results in terms of many kinds of data analysis show that trust and the TAM factors (perceived usefulness and perceived ease of use) have significant influence on user acceptance of personalized business modes. In addition, there are partial intermediate relationships existing among the factors of the research model.