“信息茧房”效应下消费者对个性化推送的采纳意愿研究:心理抗拒视角
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摘要
信息个性化推送一方面能提高消费者的信息检索效率,另一方面其形成的"信息茧房"效应又使得信息窄化,从而阻碍了消费者查找信息,使得消费者对其的采纳意愿变得更加复杂。因此,分析消费者对信息个性化推送的采纳意愿形成过程,具有重要意义。以心理抗拒理论为基础,构建消费者对信息个性化推送的采纳意愿结构方程模型,验证信息、情境和消费者三个因素对消费者心理抗拒和采纳意愿的影响。研究表明,信息个性化特征能减弱消费者的强迫性感受和操纵意图推断,信息窄化和消费者的负面经验能显著引起消费者对个性化推荐信息的强迫性感受、操纵意图推断和感知目标障碍。强迫性感受、操纵意图推断和感知目标障碍显著阻碍了消费者对信息的个性化推送服务的采纳意愿。
Personalized information push can improve the efficiency of information retrieval for consumers, but the "information cocoon" effect formed by it makes the information narrow, thus hindering consumers from searching for information and complicating the consumer's adoption intention. Therefore, it is of great significance to analyze the forming process of consumers' intention to adopt personalized information push. Based on the theory of psychological resistance, this paper constructs a structural equation model of consumer's willingness to adopt information personalized push, and verifies the influence of information, situation and consumer on consumer's psychological resistance and adoption intention. The research shows that the characteristic of information personalization can weaken the compulsive feeling of consumers and manipulate the intention inference, and the narrowing of information and the negative experience of consumers can cause the compulsive feelings, manipulation intention inference and perceived goal barriers of consumers to the personalized recommendation information. Compulsive feeling, manipulating intention inference and perceived goal barriers significantly hinder consumers' willingness to adopt personalized push services for information.
Personalized information push can improve the efficiency of information retrieval for consumers, but the "information cocoon" effect formed by it makes the information narrow, thus hindering consumers from searching for information and complicating the consumer's adoption intention. Therefore, it is of great significance to analyze the forming process of consumers' intention to adopt personalized information push. Based on the theory of psychological resistance, this paper constructs a structural equation model of consumer's willingness to adopt information personalized push, and verifies the influence of information, situation and consumer on consumer's psychological resistance and adoption intention. The research shows that the characteristic of information personalization can weaken the compulsive feeling of consumers and manipulate the intention inference, and the narrowing of information and the negative experience of consumers can cause the compulsive feelings, manipulation intention inference and perceived goal barriers of consumers to the personalized recommendation information. Compulsive feeling, manipulating intention inference and perceived goal barriers significantly hinder consumers' willingness to adopt personalized push services for information.
引文
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[3]吕洪.新闻莫被算法“绑架”(新媒观察)[EB/OL].http://society.people.com.cn/n1/2017/0706/c1008-29385852.html,2017-07-06.
[4]Edwards S M,Li 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.
[5]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.
[6]Brehm J W..A theory of psychological reactance[M].Salt Lake City:Academic Press,1966.
[7]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,(2).
[8]赵冲.用户对购物网站信息推荐服务的心理抗拒研究[D].重庆:西南大学,2016.
[9]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,(10).
[10]万君,郭婷婷,吴正祥,等.用户对移动互联网主动式推荐信息的心理抗拒与接受意愿研究[J].北京邮电大学学报(社会科学版),2015,(5).
[11]Ran K..Promotion Reactance:The Role of EffortReward Congruity[J].Journal of Consumer Research,2005,31(4):725-736.
[12]孙瑞英.网络信息窄化的心理学解析[J].情报科学,2010,(11).
[13]Ha L..Observations:advertising clutter in consumer magazines:dimensions and effects[J].Journal of Advertising Research,1996,36:76-84.
[14]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.
[15]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.
[16]邓倩.新媒体的“信息茧房”现象研究[J].视听,2016,(8).
[17]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,(2).
[18]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,(4).
[19]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).
[20]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.
[21]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,(5).
[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,(5).
[23]Chen Y L,Tang K,Wu C C,et al..Predicting the influence of users’posted information for eWOM advertising 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,(5).
[25]Venkatesh V,Davis F D..A Model of the Antecedents of Perceived Ease of Use:Development and Test[J].Decision Sciences,2010,27(3):451-481.