Abstract
Personalized recommendation is not only a kind of technology, but also a kind of marketing methods. Previous studies of cross-border online shopping mostly focus on policies, logistics and other aspects, so we embarked from the purchase intention level and introduced related characteristics of the personalized recommendation and consumer ethnocentrism into technology acceptance extension model. The results showed that the recommended time, the recommended way positively influenced perceived usefulness, and the information arrangement, the recommended way had a positive effect on perceived ease of use. Besides, perceived usefulness and perceived ease of use positively influenced consumer cross-border online purchase intention, at the same time consumer ethnocentrism played a regulatory role in the process of cross-border online shopping. We expect that personalized recommendation will be better applied to cross-border shopping websites, so that both merchants and consumers can benefit.
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