“信息茧房”效应下消费者对个性化推荐信息的心理抗拒研究
|
摘要
"信息茧房"效应下,个性化推荐信息容易让消费者产生心理抗拒,消费者对个性化推荐信息的心理抗拒表现在强迫性感受、操纵意图推断和感知目标障碍三个方面,通过构建结构方程模型分析信息因素、情境因素和消费者因素对消费者使用个性化推荐信息的心理抗拒的影响。结果显示,信息窄化是导致心理抗拒的主要原因,负面经验能显著正向影响感知目标障碍和操纵意图推断,提高平台交互质量能够降低消费者强迫性感受,提高信息个性化特征有助于降低消费者强迫性感受和操纵意图,社会影响能在一定程度上降低消费者的感知目标障碍,因此,商家应提高信息质量,优化算法,以避免信息窄化。
According to the Information Cocoons Effect,personalized recommendation information could cause consumers' psychological resistance easily. Consumers' psychological resistance of personalized recommendation information contains three aspects:obsessive-compulsive feeling,manipulation intention inference and perceived goal impediment. This paper analyzes the influence of information factors,situational factors and consumer factors on consumers' psychological resistance through constructing structural equations. The results show that information narrowing is the main cause of psychological resistance,negative experience can significantly affect perceived goal impediment and manipulation intention inference,improving platform interaction quality can reduce consumers' obsessive-compulsive feeling,improving information personalization can help reduce obsessive-compulsive feeling and manipulation intention inference,and to some extent social impact can reduce consumers' perceived goal impediment. So,platform should improve information quality and optimize recommendation algorithm to avoid information narrowing.
According to the Information Cocoons Effect,personalized recommendation information could cause consumers' psychological resistance easily. Consumers' psychological resistance of personalized recommendation information contains three aspects:obsessive-compulsive feeling,manipulation intention inference and perceived goal impediment. This paper analyzes the influence of information factors,situational factors and consumer factors on consumers' psychological resistance through constructing structural equations. The results show that information narrowing is the main cause of psychological resistance,negative experience can significantly affect perceived goal impediment and manipulation intention inference,improving platform interaction quality can reduce consumers' obsessive-compulsive feeling,improving information personalization can help reduce obsessive-compulsive feeling and manipulation intention inference,and to some extent social impact can reduce consumers' perceived goal impediment. So,platform should improve information quality and optimize recommendation algorithm to avoid information narrowing.
引文
[1]凯斯·桑斯坦.网络共和国[M].黄维明,译.上海:上海人民出版社,2003:2-18,139.
[2]宋玮.信息窄化的社会性成因及对策探析[J].内蒙古科技与经济,2014,18(8):26-27.
[3]吕洪.新闻莫被算法“绑架”(新媒观察)[N/OL].人民日报,2017-07-16[2018-11-16].http://society.people com.cn/n1/2017/0706/c1008-29385852.html.
[4]BREHM J W.A Theory of Psychological Reactance[J]American Journal of Psychology,1966,81(81).
[5]王艳萍,程岩.参考组与时间压力影响下在线消费者对主动式推荐的心理抗拒及接受意愿分析[J].管理评论,2013,25(2):70-78.
[6]万君,代海明,马晓燕.网络用户对在线客服弹出窗口的心理抗拒与接受意愿分析[J].软科学,2014,28(10):111-116.
[7]EDWARDS S M,LI H,LEE J H.Forced Exposure and Psychological Reactance:Antecedents and Consequences of the Perceived Intrusiveness of Pop-up Ads[J].Journal of Advertising,2002,31(3):83-95.
[8]KIM J U,KIM W J,SANG C P.Consumer perceptions on web advertisements and motivation factors to purchase in the online shopping[J].Computers in Human Behavior,2010,26(5):1208-1222.
[9]CAMPBELL M C,KIRMANI A.Consumers'Use of Persuasion Knowledge:The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent[J].2000,27(1):69-83.
[10]HA L.Observations:advertising clutter in consumer magazines:dimensions and effects[J].Journal of Advertising Research,1996,36:76-84.
[11]宋红娟,柳萌,蒋玉石.消费者屏蔽个性化网络广告的影响因素分析[J].软科学,2017,31(12):108-111.
[12]RAN K.Promotion Reactance:The Role of EffortReward Congruity[J].Journal of Consumer Research,2005,31(4):725-736.
[13]孙瑞英.网络信息窄化的心理学解析[J].情报科学,2010,37(11):1625-1629.
[14]CHEN P T,HSIEH H P.Personalized mobile advertising:Its key attributes,trends,and social impact[J].Technological Forecasting&Social Change,2012,79(3):543-557.
[15]邓倩.新媒体的“信息茧房”现象研究[J].视听,2016(8):96-97.
[16]施国洪,樊欣荣,夏前龙,等.移动图书馆交互质量影响因素研究[J].情报科学,2017(2):50-55.
[17]刘红艳,傅胜蓝.移动广告接受意愿的影响因素研究:基于大学生移动广告体验的视角[J].软科学,2014,28(4):107-111.
[18]CARLSON J P,BEARDEN W O,HARDESTY D M.Influences on what consumers know and what they think they know regarding marketer pricing tactics[J].Psychology&Marketing,2010,24(2):117-142.
[19]LEE T.The impact of perceptions of interactivity on customer trust and transaction intentions in mobile commerce[J].Journal of Electronic Commerce Research,2005,21(2):328-339.
[20]王伟军,王阳,王玉珠,等.移动商务用户个性化推荐采纳行为影响因素的实证研究[J].系统管理学报,2017,26(5):816-823.
[21]杨斌,王伟赟.图书馆个性化推荐服务的信息窄化问题研究[J].传播与版权,2017,5(2):156-157.
[22]谢振宇,林徐.微信朋友圈信息流广告回避影响因素研究[J].广告大观(理论版),2016,12(5):77-87.
[23]CHEN Y L,TANG K,WU C C,et al.Predicting the influence of users'posted information for eWOMadvertising in social networks[J].Electronic Commerce Research&Applications,2014,13(6):431-439.
[24]范思,鲁耀斌,胡莹莹.社交媒体环境下一致性与社交性对信息流广告规避的影响研究[J].管理学报,2018,15(5):759-766.
[2]宋玮.信息窄化的社会性成因及对策探析[J].内蒙古科技与经济,2014,18(8):26-27.
[3]吕洪.新闻莫被算法“绑架”(新媒观察)[N/OL].人民日报,2017-07-16[2018-11-16].http://society.people com.cn/n1/2017/0706/c1008-29385852.html.
[4]BREHM J W.A Theory of Psychological Reactance[J]American Journal of Psychology,1966,81(81).
[5]王艳萍,程岩.参考组与时间压力影响下在线消费者对主动式推荐的心理抗拒及接受意愿分析[J].管理评论,2013,25(2):70-78.
[6]万君,代海明,马晓燕.网络用户对在线客服弹出窗口的心理抗拒与接受意愿分析[J].软科学,2014,28(10):111-116.
[7]EDWARDS S M,LI H,LEE J H.Forced Exposure and Psychological Reactance:Antecedents and Consequences of the Perceived Intrusiveness of Pop-up Ads[J].Journal of Advertising,2002,31(3):83-95.
[8]KIM J U,KIM W J,SANG C P.Consumer perceptions on web advertisements and motivation factors to purchase in the online shopping[J].Computers in Human Behavior,2010,26(5):1208-1222.
[9]CAMPBELL M C,KIRMANI A.Consumers'Use of Persuasion Knowledge:The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent[J].2000,27(1):69-83.
[10]HA L.Observations:advertising clutter in consumer magazines:dimensions and effects[J].Journal of Advertising Research,1996,36:76-84.
[11]宋红娟,柳萌,蒋玉石.消费者屏蔽个性化网络广告的影响因素分析[J].软科学,2017,31(12):108-111.
[12]RAN K.Promotion Reactance:The Role of EffortReward Congruity[J].Journal of Consumer Research,2005,31(4):725-736.
[13]孙瑞英.网络信息窄化的心理学解析[J].情报科学,2010,37(11):1625-1629.
[14]CHEN P T,HSIEH H P.Personalized mobile advertising:Its key attributes,trends,and social impact[J].Technological Forecasting&Social Change,2012,79(3):543-557.
[15]邓倩.新媒体的“信息茧房”现象研究[J].视听,2016(8):96-97.
[16]施国洪,樊欣荣,夏前龙,等.移动图书馆交互质量影响因素研究[J].情报科学,2017(2):50-55.
[17]刘红艳,傅胜蓝.移动广告接受意愿的影响因素研究:基于大学生移动广告体验的视角[J].软科学,2014,28(4):107-111.
[18]CARLSON J P,BEARDEN W O,HARDESTY D M.Influences on what consumers know and what they think they know regarding marketer pricing tactics[J].Psychology&Marketing,2010,24(2):117-142.
[19]LEE T.The impact of perceptions of interactivity on customer trust and transaction intentions in mobile commerce[J].Journal of Electronic Commerce Research,2005,21(2):328-339.
[20]王伟军,王阳,王玉珠,等.移动商务用户个性化推荐采纳行为影响因素的实证研究[J].系统管理学报,2017,26(5):816-823.
[21]杨斌,王伟赟.图书馆个性化推荐服务的信息窄化问题研究[J].传播与版权,2017,5(2):156-157.
[22]谢振宇,林徐.微信朋友圈信息流广告回避影响因素研究[J].广告大观(理论版),2016,12(5):77-87.
[23]CHEN Y L,TANG K,WU C C,et al.Predicting the influence of users'posted information for eWOMadvertising in social networks[J].Electronic Commerce Research&Applications,2014,13(6):431-439.
[24]范思,鲁耀斌,胡莹莹.社交媒体环境下一致性与社交性对信息流广告规避的影响研究[J].管理学报,2018,15(5):759-766.