认知负荷视角下个性化推荐系统选择过载效应研究

A Study of the Choice Overload Effect of Recommendation Systems from the Perspective of Cognitive Load

为揭示用户在与个性化推荐系统交互中受推荐规模影响产生选择过载效应的客观规律,基于SOR模型,引入因变量认知负荷,实施了包括推荐规模、用户认知需求、产品类型的多因素混合式情景实验,基于主观调查和行为学实验数据,针对不同推荐规模对认知负荷和决策过程、决策结果的影响以及产品类型、认知需求的调节作用进行实证研究。研究发现:(1)推荐规模太大会导致选择过载效应,表现为认知负荷、响应时间显著增加的同时,选择意向、决策努力、搜索深度、决策质量和决策自信显著降低。(2)认知负荷直接负向影响选择意向、决策努力和决策自信。(3)认知需求部分地调节推荐规模与认知负荷和决策之间的影响关系,低认知需求者推荐规模扩大时选择过载效应更严重。(4)产品类型显著调节推荐规模与决策努力之间的影响关系,推荐规模扩大时,享乐品比实用品推荐列表更容易导致选择过载。

The scale of the recommendation list is an important attribute of the interface design in a personalized recommendation system. In order to objectively reveal the rule of choice overload effect caused by the recommendation scale, the cognitive load was introduced as one of the dependent variables based on the SOR model in this paper. A multi-factors mixed-designed scenario experiment involving recommend scale, product type, and cognitive needs was implemented. An empirical study was conducted based on behavioral data and subjective self-report from two aspects: the influence of recommending scale on cognitive load, decision-making process, and results, and the moderating effect of product type and cognitive demand. The results show that:(1) Excessive recommend scale leads to choice overload effect, which is manifested in that cognitive load and response time increase significantly, while choice intention and user efforts, search depth, decision quality, and confidence decrease significantly.(2) Cognitive load can negatively influence choice intention, user efforts, and decision confidence.(3) Cognitive needs can partially moderate the relationship between recommended scale and cognitive load or decision-making. When the recommended scale expands, the choice overload effect of users with low cognitive needs is more serious.(4) Product type has significant moderating effects on the relationship between recommended scale and user efforts. Increasing recommend a scale for hedonic products is more likely to cause choice overload than utilitarian.