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

An Analysis of Online Consumers' Psychology Reactance and Acceptance Intention to Proactive Recommendation Services: The Influences of Reference Groups and Time Pressure

电子商务中的主动推荐会干扰消费者的在线购物进程,根据心理抗拒理论,不恰当的主动推荐会威胁消费者购物的感知自由,从而引起他们的心理抗拒反应,这影响了消费者对推荐的接受程度乃至整个电子商务网站的满意度。本文结合强迫性感受理论和操纵意图推断理论,通过情境实验分析了推荐信息的参考组以及消费者的感知时间压力对在线推荐中消费者心理抗拒反应及其接受主动式推荐意愿的影响。实证研究发现,参考组和时间压力显著影响消费者对于推荐的强迫性感受和操纵意图推断,进而影响消费者对推荐内容的接受程度。本文的研究成果有助于电子商务网站以恰当的方式提供主动式推荐服务,降低消费者的心理抗拒反应,最终取得改善消费者购物体验与提高电子商务业绩的双赢效果。

Proactive recommendations in e-commerce may interfere with the consumers＇ shopping process. According to the reactance theory, inappropriate proactive recommendations may threaten the perceived freedom of consumers, and cause the psychological reactance, which affect the consumers＇ acceptance to recommendations and even the satisfaction to the whole website. In combination with the theory of forced exposure and manipulative intent, we performed an experimental study to analyze the psychological reactance to proactive recommendations as well as the influences of reference groups and time pressure. The result of our empirical research reveals that reference groups and time pressure may influence the forced exposure and manipulative intent, and further the acceptance of recommendations. Our findings have implications to the online shops about how to plan proactive recommendation services in an appropriate way, to reduce the customers＇ reactance and eventually to achieve a win-win result of improving both shopping experience and business performance.