认知视角下网络用户偏好研究:一个复合模型的构建与验证

Research on Network User Preference from a Cognitive View:the Construction and Verification of a Composite Model

【目的/意义】在认知视角下探析网络用户偏好的心理因素,提出用户偏好复合模型及其基本假设,从而丰富和深化信息服务个性化的理论研究。【方法/过程】以记忆和情感两种偏好的主要认知影响因素入手,凝练用户偏好的概念并提出用户偏好复合模型,继而基于复合模型特征和机制提出相关假设并进行验证,最后使用实例进行可视化展示。【结果/结论】用户偏好是主体经验和情感共同影响下对客体的心理认知倾向,记忆深度和情感强度是其两大认知基石,其形成过程需要时间的积淀,用户偏好具有层次性的复合结构,包括即时偏好、短期偏好与长期偏好三种不同类型。特别地,短期偏好具有7天这一较为明确的时间性阈值。

【Purpose/significance】Probing into network user preference from cognitive view,a composite model and relative hypothesizes are proposed to enrich and provide insight into theoretical research of the personalization of information service.【Method/process】After surveying memory and affection these two major factors,the construction of user preference composite model is constructed corresponding to the conception of user preference,then some derived hypothesizes are given into consideration,verification and visualization.【Results/conclusion】User preference is a kind of cognitive tendency which is formed due to the joint contributions of several psychological factors especially on individual experience and affection.User preference has developed over time based on the memory depth and affective intensity,it possesses hierarchical structure inherently which contains instant preference,short-term preference and long-term preference.Furthermore short-term has a temporal threshold which is up to the number 7.