Knowledge graphs (KGs) have proven to be effective for high-quality recommendation. Most efforts, however, explore KGs by either extracting separate paths connecting user-item pairs, or iteratively propagating user preference over the entire KGs, thus failing to efficiently exploit KGs for enhanced recommendation. In this paper, we design a novel attentive knowledge graph embedding (AKGE) framework for recommendation, which sufficiently exploits both semantics and topology of KGs in an interaction-specific manner. Specifically, AKGE first automatically extracts high-order subgraphs that link user-item pairs with rich semantics, and then encodes the subgraphs by the proposed attentive graph neural network to learn accurate user preference. Extensive experiments on three real-world datasets demonstrate that AKGE consistently outperforms state-of-the-art methods. It additionally provides potential explanations for the recommendation results.