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论文编号：	13222
作者编号：	2120206054
上传时间：	2022/6/7 18:32:36
中文题目：	电商平台信息茧房对用户持续使用意愿影响研究
英文题目：	Research on the impact of information cocoon upon users’ intention to continue utilizing e-commerce platform
指导老师：	焦媛媛教授
中文关键字：	电商平台信息茧房；持续使用意愿；心理抗拒；心理所有权； 最优化 满意型决策倾向
英文关键字：	information cocoon on e-commerce platform; continuance intention to use; psychological reactance; psychological ownership; maximizing-satisficing decision-making style
中文摘要：	随着数字平台经济的蓬勃发展，以人工智能技术为核心的个性化推荐技术得到了广泛应用，正在为电商平台用户提供着个性化的信息服务。 个性化推荐技术可以使电商平台用户和产品信息得到高效匹配，帮助用户快速高效地找到自己感兴趣的产品，减轻因信息过载而产生的压力，改善信息交互体验，为他们建立一个只包含个人偏好的信息世界（即信息茧房）。 信息茧房对大多学者而言已经不是一个新概念，近年来对其研究和讨论也层出不穷。信息茧房是否会影响用户体验，它又与用户流失有着怎样的联系，学者们对此的看法却是各有不同。 为了帮助实践管理者解决用户流失这 一现实问题，众多学者经过大量研究后发现，增强持续使用意愿是缓和用户流失的关键所在。因此，探讨信息茧房如何影响用户的持续使用意愿对推动电商平台长远发展具有重要的 理论意义和 实践意义。因此，为解决电商平台下信息茧房如何影响用户的持续使用意愿这一问题，本研究根据个性化推荐的特点，开发并检验了电商平台信息茧房量表；同时 考虑到 用户决策倾向的重要性、 基于 传播说服理论 和 调节焦点理论，构建了一个有中介的调节模型。 研究结果表明，对于最优化倾向用户，信息茧房经由心理抗拒负向影响持续使用意愿；而对于满意型倾向用户，信息茧房经由心理所有权正向影响持续使用意愿。此外， 本研究 发现满意型决策倾向的用户也会因信息茧房产生一些心理抗拒，但这种心理抗拒并不会显著影响继续使用意愿。而最优化决策倾向的用户会对信息茧房产生心理所有权，但同样也不会显著影响继续使用意愿 。本研究旨在提出电商平台情境下信息茧房的概念和内涵，开发电商平台信息茧房的测量量表，并明晰电商平台信息茧房是否及如何影响用户持续使用意愿的作用机制和边界条件，这不仅拓展了信息茧房 理论框架，也为电商平台借助信息茧房与用户决策倾向优化个性化推荐系统提供了参考依据。
英文摘要：	With the vigorous development of the digital platform economy, personalized recommendation technology with artificial intelligence technology as the core has been widely used, and it is providing personalized information services for e-commerce platform users. Personalized recommendation technology can efficiently match e-commerce platform users and product information, help users quickly and efficiently find products they are interested in, reduce the pressure caused by information overload, improve the information interaction experience, and establish an information world (an information cocoon) that contains only personal preferences for them. The information cocoon is no longer a new concept for most scholars, and in recent years, research and discussion on it have emerged endlessly. Whether the information cocoon will affect the user experience, and how it is related to the loss of users, scholars have different views on this. In order to help practical managers to solve the real problem of user churn, many scholars have discovered after extensive research that enhancing users' continuance intention to use is the key to alleviating user churn. Therefore, exploring how information cocoon affect users' continuance intention to use has important theoretical and practical significance for promoting the long-term development of e-commerce platforms. Therefore, in order to solve the problem of how the information cocoon on the e-commerce platform affects the user's continuance intention to use it, this study develops and tests the e-commerce platform information cocoon scale based on the characteristics of personalized recommendations; at the same time, taking into account the importance of the user's decision-making style, based on the persuasion theory and the regulatory focus theory, an intermediary adjustment model is constructed. The research results show that for maximizers, the information cocoon negatively affects continuance intention to use through psychological reactance; for satisficers, the information cocoon positively affects continuance intention to use through psychological ownership. In addition, this study found that users with a satisficing decision-making style will also experience some psychological reactance due to information cocoon, but this psychological reactance will not significantly affect their continuance intention to use e-commerce platform. Users with a maximizing decision-making style will have psychological ownership of the information cocoon property, but it will also not significantly affect their continuance intention to use e-commerce platform. The purpose of this research is to propose the concept and connotation of the information cocoon in the context of the e-commerce platform, develop the measurement scale of the information cocoon, and clarify whether and how the information cocoon of the e-commerce platform affects the mechanism and boundary conditions of the user's continuance intention to use. This not only expands the theoretical framework of the information cocoon, but also provides a reference basis for the e-commerce platform to optimize the personalized recommendation system with the help of the information cocoon and the user's decision-making style.
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