Abstract: In the era of Mobile Internet, more and more companies provide precise recommendation services based on the locations of consumers.  However, existing studies have not paid enough attention to how place attachment affects consumers' perceptions and acceptances of recommended services.  Applying the communication accommodation theory, from the perspective of consumer's psychological perceptions, our study explores consumer's (with different degrees of place attachment) psychological perceptions and acceptance mechanism of group-based recommendation and individual -based recommendation.  The results show that, the higher the degree of consumer's place attachment is, the better the effect of individual-based recommendation is, and the perceived self-enhancement plays a mediating role in this process.  When the degree of consumer's place attachment is lower, the effect of group-based recommendation is better, and perceived social connection plays a mediating role.

Key words: recommendation method, place attachment, self-enhancement, social connection, communication accommodation theory