线上消费者发现“惊喜”的产品搜索行为研究
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- 英文论文题名：A Study of Online Consumers' Serendipitous Product Search Behavior
- 论文作者：易成 ; 周姗姗
- 英文论文作者：YI Cheng ; ZHOU Shan-shan ; School of Economics and Management ; Tsinghua University
- 年：2016
- 作者机构：清华大学经济管理学院;
- 论文关键词：惊喜 ; 搜索效率 ; 搜索功能 ; 信息搜索行为 ; 决策满意度
- 英文论文关键词：serendipity ; search efficiency ; search features ; information search behavior ; decision satisfaction
- 会议召开时间：2016-11-12
- 会议录名称：第十八届中国管理科学学术年会论文集
- 英文会议录名称：Proceedings of the 18th Chinese Annual Conference on Management Science
- 语种：中文
- 分类号：F713.36;F713.55
- 学会代码：ZHYJ
- 会议名称：第十八届中国管理科学学术年会
- 会议地点：中国陕西西安
- 主办单位：中国优选法统筹法与经济数学研究会、西安交通大学、中国科学院科技战略咨询研究院、《中国管理科学》编辑部
- 学会名称：中国优选法统筹法与经济数学研究会
- 页数：8
- 文件大小：1048k
- 原文格式：O
- 会议级别：全国
摘要
线上消费者的产品搜索是网络购物过程中极为重要的一环,但前人研究多集中在如何帮助消费者找到与他们过去的购物行为或喜好一致或相关的产品。然而,在搜索过程中发现令人"惊喜"的好产品其实是一个非常有趣、普遍而且重要的方面。本研究旨在探索电商平台提供的多个主要搜索功能(即个性化推荐功能、非个性化浏览功能、基于用户回忆的关键词搜索功能、基于用户识别的分类搜索功能)对消费者发现"惊喜"的程度和搜索效率的影响,以及发现惊喜和搜索效率对消费者决策满意度的影响。我们通过实验调查法收集到了135条有效数据,并用PLS模型对数据进行分析。结果表明,电商平台非个性化的推荐有助于消费者发现惊喜,而基于回忆的关键词搜索功能对发现惊喜有反向作用。基于识别的分类搜索能有效提升搜索效率,而基于回忆的关键词搜索功能会削弱个性化浏览功能对提高用户搜索效率的正向作用。用户发现惊喜的程度和搜索效率都会显著影响其购物决策满意度。最后,我们阐述了此次研究的重要理论意义和实践启示,也提出了一些不足与未来的研究方向。
Online consumers' product search is essential to their shopping experience and decision making.Existing research mainly focuses on how to improve the accuracy of product recommendation or search systems.Yet,evidence suggests that consumers may not always want to search for information by relying on preset preferences or keywords-either because they may not be clear about what they really need at the beginning of a search or because their search goals may change during a search process.This study explores how product search features direct users' adaptive search and focuses on two aspects of users' search experience,perceived serendipity and search efficiency.The effect of search serendipity and efficiency on users' decision satisfaction is also examined.Results from a survey experiment show that non-personalized recommendations can improve search serendipity,whereas recall-based keyword search has a negative effect on serendipity.Recognition-based category search improves search efficiency,whereas recall-based keyword search and personalized recommendations dilute each other1 s effect on efficiency.Search serendipity and efficiency both contribute to users' decision satisfaction.Theoretical and practice implications are discussed.
Online consumers' product search is essential to their shopping experience and decision making.Existing research mainly focuses on how to improve the accuracy of product recommendation or search systems.Yet,evidence suggests that consumers may not always want to search for information by relying on preset preferences or keywords-either because they may not be clear about what they really need at the beginning of a search or because their search goals may change during a search process.This study explores how product search features direct users' adaptive search and focuses on two aspects of users' search experience,perceived serendipity and search efficiency.The effect of search serendipity and efficiency on users' decision satisfaction is also examined.Results from a survey experiment show that non-personalized recommendations can improve search serendipity,whereas recall-based keyword search has a negative effect on serendipity.Recognition-based category search improves search efficiency,whereas recall-based keyword search and personalized recommendations dilute each other1 s effect on efficiency.Search serendipity and efficiency both contribute to users' decision satisfaction.Theoretical and practice implications are discussed.
引文
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[2]Moorthy S,Ratchford B T,Talukdar D.Consumer information search revisited:Theory and empirical analysis[J].Journal of Consumer Research,1997,23(4):263-277.
[3]Adomavicius G,Sankaranarayanan R,Sen S,et al.Incorporating contextual information in recommender systems using a multidimensional approach[J].ACM Transactions on InformationSystems(TOIS),2005,23(1):103-145.
[4]梁昌勇,冷亚军,王勇胜,等.电子商务推荐系统中群体用户推荐问题研究[J],中国管理科学,2013,21(03):153-158.
[5]David P,Song M,Hayes A,et al.A cyclic model of information seeking in hyperlinked environment:the role of goals,self-efficacy,and intrinsic motivation[J].International Journal of Human-Computer Studies,65 2007,65:170-182
[6]Payne J W,Bettman J R,Johnson E J.Behavioral decision research;A constructive processing perspective[J].Annual review of psychology,1992,43(1):87-131.
[7]张云秋.国外探索式搜索行为研究述评[J].图书情报工作,2014,58(11):6-12,42.
[8]McNee S M,Riedl J,Konstan J A.Being accurate is not enough:how accuracy metrics have hurt recommender systems[C]//CHI'06 Extended Abstracts Conference on Human Factors in Computing Systems,Quebee,April22-27,2006:1097-1101.
[9]Pariser E.The filter bubble:What the Internet is hiding from you[M].Londen:Penguin Greup,2011.
[10]Zhou T,Kuscsik Z,Liu J G,et al.Solving the apparent diversity-accuracy dilemma of recommender systems[J].Proceedings of the National Academy of Sciences,2010,107(10):4511-4515.
[11]Cannon W B.Way of an investigator[J].Isis,36(3-4),1946.
[12]Foster A,Ford N.Serendipity and information seeking;An empirical study[J].Journal of Documentation,2003,59(3):321-340.
[13]Workman T E,Fiszman M,Rindflesch T C,et al.Framing serendipitous information-seeking behavior for facilitating literature-based discovery:A proposed model[J].Journal of the Association for Information Science and Technology,2014,65(3):501-512.
[14]Graebner M E.Momentum and serendipity:How acquired leaders create value in the integration of technology firms[J].Strategic Management Journal,2004,25(8-9):751-777.
[15]Rivoal I,Salazar N B.Contemporary ethnographic practice and the value of serendipity[J].Social Anthropology,2013,21(2):178-185.
[16]Golin M.Serendipity——------Big word in medical progress:Does pure luck deserve all the credit?[J],Journal of the American Medical Association,1957,165(16):2084-2087.
[17]Van Andel P.Anatomy of the unsought finding,serendipity:Orgin,history,domains,traditions,appearances,patterns and programmability[J].The British Journal for the Philosophy of Science,1994,45(2):631-648.
[18]Bjorneborn L.Serendipity dimensions and users'information behaviour in the physical library interface[J].Information Research,2008,13(4):13-4.
[19]McCay-Peet L,Toms E.Measuring the dimensions of serendipity in digital environments[J].Information Research:An International Electronic Journal,2011,16(3):n3.
[20]Tanriverdi H,Rai A,Venkatraman N.Research commentary-Reframing the dominant quests of information systems strategy research for complex adaptive business systems[J].Information Systems Research,2010,21(4):822-834.
[21]Marchionini G.Exploratory search:From finding to understanding[J].Communications of the ACM,2006,49(4):41-46.
[22]Olston CChi E H.ScentTrails:Integrating browsing and searching on the Web[J].ACM Transactions on Computer-Human Interaction(TOCHI),2003,10(3):177-197.
[23]Toms E G.Understanding and facilitating the browsing of electronic text[J].International Journal of HumanComputer Studies,2000,52(3):423-452.
[24]蔡淑琴,马玉涛,王瑞.在线口碑传播的意见领袖识别方法研究[J].中国管理科学,2013,21(2):185-192.
[25]朱岩,林泽楠.电子商务中的个性化推荐方法评述[J],中国软科学,2009,(2):183-192.
[26]Pirolli P,Card S.Information foraging in information access environments[C]//Proceedings of the SIGCHI conference on Human Factors in Computing Systems.Denver,Colorado,May 07-11.1995:51-58.
[27]Pirolli P,Card S.Information foraging[J],Psychological Review,1999,106(4):643.
[28]Pirolli P.Information foraging theory:Adaptive interaction with information[M].Oxford Oxford University Press,2007.
[29]徐芳,孙建军.信息觅食理论与学科导航网站性能优化[J].情报资料工作,2015,36(2):46-51.
[30]Bates M J.What is browsing-really?A model drawing from behavioural science research[J].Information Research 2007,72(4),646-656.
[31]Ford N.Information retrieval and creativity:Towards support for the original thinker[J].Journal of Documentation,1999,55(5):528-542.
[32]Andre P,Teevan J.Dumais S T.Discovery is never by chance:designing for(un)serendipity[C]//Proceedings of the Seventh ACM Conference on Creativity and Cognition.Berkeley,Callifornia,October 26-30,2009:305-314.
[33]Schlueter E,Schmidt P.Special issue:Survey experiments[J].2010,6(3):93-95.
[34]朱梅红.民意研究的新方法—调查实验法[J].杭州电子科技大学学报:社会科学版,2015,11(4):46-52.
[35]Franke N,Schreier M,Kaiser U.The"I designed it myself"effect in mass customization[J],Management Science,2010,56(l):125-140.
[36]Ahn T,Ryu S,Han I.The impact of Web quality and playfulness on user acceptance of online retailing[J].Information&management,2007,44(3):263-275.