The Negative Impacts of Personalized Recommendations on Consumers: A Survey-Based Study

DOI

10.2991/978-2-38476-609-3_11How to use a DOI?

Keywords

Personalized Recommendation; Privacy Concerns; Consumer Perceptions

Abstract

In recent years, personalized recommendation systems have been widely adopted by major e-commerce platforms, providing greater convenience for consumers. However, the potential negative impacts of personalized recommendations are also emerging. Current studies primarily emphasize the positive effects of personalized recommendations, while empirical analysis of their potential privacy risks and impacts on consumer behavior remains limited. Therefore, this study collected 203 valid responses and used the Likert 4-point scale to analyze the impact of personalized recommendations on consumers’ emotional responses, privacy concerns, attitudes toward platforms, and consumption behavior. The findings of the research indicate that highly accurate personalized recommendations can lead to discomfort and privacy concerns of the consumers, thereby influencing the credibility of the platform to the consumers’ willingness to disclose personal information. However, the personalized recommendations have a comparatively small effect on real usage and consumption patterns of the users of the platform. At the same time, consumers would desire to have greater control over personalized recommendations. Thus, platforms should enhance privacy protection features and the convenience of personalized recommendations to improve user experience and boost the user retention rates.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Heyang Xu
PY  - 2026
DA  - 2026/09/04
TI  - The Negative Impacts of Personalized Recommendations on Consumers: A Survey-Based Study
BT  - Proceedings of the 2026 3rd International Conference on Public Relations and Media Communication (PRMC 2026)
PB  - Atlantis Press
SP  - 95
EP  - 104
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-609-3_11
DO  - 10.2991/978-2-38476-609-3_11
ID  - Xu2026
ER  -