消费者对网络推荐方式的感知和接受意愿——场所依恋的视角

Consumers’ Perceptions and Willingness to Accept Platform’s Recommendation Methods——From the Perspective of the Mediating Role of Place Attachment

在移动互联网时期,越来越多的企业基于消费者所在的场所进行精准化推荐服务。然而,对于消费者对场所的依恋程度是否会影响其对推荐服务的感知和接受过程,现有的研究并未给予足够的重视。本研究借助交际顺应理论,从消费者心理感知的角度切入,探讨在不同的场所依恋的背景下,消费者对基于集体和基于个体的推荐方式的心理感知和接受机制。研究表明,当消费者的场所依恋程度较高时,基于个体的推荐效果更好,感知自我强化起中介作用;当消费者的场所依恋程度较低时,基于集体的推荐效果更好,感知社会连接起中介作用。

In the era of Mobile Internet, more and more companies provide precise recommendation services based on the locations of consumers.However, existing studies have not paid enough attention to how place attachment affects consumers’ perceptions and acceptances of recommended services.Applying the communication accommodation theory, from the perspective of consumer’s psychological perceptions, our study explores consumer’s(with different degrees of place attachment) psychological perceptions and acceptance mechanism of group-based recommendation and individual-based recommendation.The results show that, the higher the degree of consumer’s place attachment is, the better the effect of individual-based recommendation is, and the perceived self-enhancement plays a mediating role in this process.When the degree of consumer’s place attachment is lower, the effect of group-based recommendation is better, and perceived social connection plays a mediating role.