不良推荐对消费者持续使用电商平台意愿的影响研究

Research on the Impact of Bad Recommendations on Consumers’ Willingness to Continue to Use E-Commerce Platforms

个性化推荐是现代电商平台的重要营销手段,能够帮助消费者决策,但个性化推荐中存在不良推荐,会对消费者的正常决策和生活造成困扰。针对个性化推荐中的不良推荐,将用户满意度作为中介变量,建立结构方程模型,研究不良推荐对电商平台持续使用意愿的影响路径及影响差异。研究表明:信息冗余、信息迷航、感知侵扰、强迫性感受对用户满意度呈现负相关,信息冗余和信息迷航对电商平台持续使用意愿呈现负相关,感知侵扰和强迫性感受通过用户满意度对电商平台持续使用意愿呈现负相关;感知侵扰对用户满意度的负向影响最大,信息冗余对电商平台持续使用意愿的负向影响最大。

Personalized recommendation,an important marketing tool for modern e-commerce platforms,can help the consumers make decisions,but among them,there are bad recommendations,which will cause problems for the consumers’normal decision-making and daily life.In this paper,based on the bad recommendations in personalized recommendation,user satisfaction is taken as a mediator variable to establish a structural equation model,and the influence path and influence difference of bad recommendations on the willingness to use e-commerce platforms are studied.The research shows that information redundancy,information trek,perceptual intrusion and compulsive feeling are negatively correlated with user satisfaction.Information redundancy and information trek are negatively correlated with the willingness to continue to use e-commerce platforms.Perceptual intrusion and compulsive feeling,via user satisfaction,have a negative correlation with the willingness to continue to use the e-commerce platforms.Perceptual intrusion has the greatest negative impact on user satisfaction,while information redundancy has the greatest negative impact on the consumers’willingness to continue to use e-commerce platforms.