A model for recommend system acceptance of e-commerce based on TAM

Although more and more accurate the recommend system becomes, people may not accept it still for several different reasons. This research aims at putting forward a model to specially reveal the influence factor of online recommender system acceptance. A classical model named Technology Acceptance Model combined with marketing theory is set as theoretical basis to form the new model. Through a main procedure which is to hand out a questionnaire to collect the raw data, then take a method of Structure Equation Modeling to make some quantitative analysis based on questionnaire statistics. At last, the result illustrates the trust act as a core role in the recommend system, meanwhile, it is necessary to find out a kind of mechanism to motivate consumers to use the recommend system constantly.