In the existing recommender systems, matrix factorization (MF) is widely applied to model user preferences and item features by mapping the user-item ratings into a low-dimension latent vector space. However, MF has ignored the individual diversity where the user's preference for different unrated items is usually different. A fixed representation of user preference factor extracted by MF cannot model the individual diversity well, which leads to a repeated and inaccurate recommendation. To this end, we propose a novel latent factor model called adaptive deep latent factor model (ADLFM), which learns the preference factor of users adaptively in accordance with the specific items under consideration. We propose a novel user representation method that is derived from their rated item descriptions instead of original user-item ratings. Based on this, we further propose a deep neural networks framework with an attention factor to learn the adaptive representations of users. Extensive experiments on Amazon data sets demonstrate that ADLFM outperforms the state-of-the-art baselines greatly. Also, further experiments show that the attention factor indeed makes a great contribution to our method.