个性化广告推荐类型对在线绿色购买决策过程的影响

Influence of personalized advertising recommendation types on online green purchase decision-making process

在数字化经济时代,通过高效的个性化广告推荐策略引导在线消费者做出绿色购买决策是加快构建绿色消费体系的重要途径之一。基于在线消费者购买决策过程理论和偏好不一致理论,通过2×2的被试者间因子设计实验(在线实验方式)分别发放370份和700份实验问卷,共收集有效实验问卷340份和660份。在此基础上,运用因子分析、单因素方差分析、Logistics回归分析等方法,验证了消费者在不同的个性化广告推荐类型影响下对线上绿色购买两阶段决策过程(包括筛选考虑和支付购买两个阶段)产生的不同影响。研究结果显示:①个性化广告推荐类型对在线绿色购买决策过程的筛选考虑阶段没有显著影响。②个性化广告推荐类型对在线绿色购买决策过程的支付购买阶段有显著的影响。③在个性化广告推荐对在线绿色购买决策过程的支付购买路径上,绿色涉入度有显著的调节作用。④在个性化广告推荐类型对在线绿色购买决策过程的支付路径上,产品属性具有显著的调节作用。基于研究结果的对策建议:①根据消费者购买决策阶段不同,线上购物平台(企业、在线商家等)应当在消费者决策的支付购买阶段向目标消费者适度推送根据他人推荐类型的产品。②线上购物平台应采用大数据手段将自己的目标用户进行合理细分,着重对高绿色涉入度用户进行绿色产品的个性化推荐。③要采取产品属性与推荐类型相匹配的个性化广告推荐类型方案。

In the era of digital economy,using effective personalized advertising recommendation strategies to guide online consumers to make green purchasing decisions is one of the important ways to accelerate the construction of green consumption system.Based on the theory of online consumers’purchasing decision-making process and the inconsistent preference theory,this investigation adopted 2×2 between-subjects factor experiment method(online experiments)and sent out 370 and 700 questionnaires respectively.340 and 660 valid ones were retrieved.On this basis,we used data analysis methods such as factor analysis,one-way ANOVA,Logistics regression analysis,etc.to verify the impact of different advertising recommendation types on consumers’two-stage decision-making process(including screening and payment)of online green purchases.The results showed that:①The types of personalized advertising recommendation had no significant effects on the screening stage of online green purchase decision-making process.②The types of personalized advertising recommendation had a positive impact on the payment stage of online green purchase decision-making process.③Green involvement had distinct adjusting effects on the purchase path of online green purchase decision-making influenced by personalized advertising recommendations.④Product attributes had significant adjusting effects on the payment stage of online green purchase path influenced by different personalized advertising recommendations.The countermeasures and suggestions based on the research are as follows:①According to the different stages of purchase decision-making process,online shopping platforms(enterprises,online merchants,etc.)should appropriately push to the target consumers products recommended by others in the payment stage.②Online shopping platforms should adopt big data to subdivide target users reasonably,and provide emphatically those users of high green involvement with personalized recommendations of green products.③Personalized advertising recommendation schemes with product attributes matching the recommendation types should be adopted.