短视频个性化推荐与使用意愿的倒U形关系研究

The Inverted U-Shape Relationship Between Personalized Recommendation and Intention to Use Short Video

[目的/意义]个性化推荐在促进信息系统使用方面具有积极作用,但过度的个性化推荐也会造成用户的隐私忧虑以致降低使用意愿。短视频情境下,个性化推荐与使用意愿之间的具体关系目前还不清楚。[方法/过程]基于隐私计算理论,探索短视频个性化推荐与用户使用意愿之间的非线性关系。划分短视频类型并选取实用型短视频、享乐型短视频和隐私关注作为调节变量。运用层次回归分析的方法,应用Stata软件对假设进行验证。[结果/结论]个性化推荐与短视频使用意愿之间存在倒U形关系;隐私关注对倒U形关系存在显著的调节作用;不同类型短视频对倒U形关系的影响存在差异,且仅有实用型短视频的调节作用得到验证。

[Purpose/Significance]Personalized recommendation plays a positive role in promoting the usage of information systems,but excessive personalized recommendation would cause users'privacy concerns and reduce their willingness to use.In the context of short video,the specific relationship between personalized recommendation and user intention is still unclear.[Method/Process]Based on privacy computing theory,the nonlinear relationship between short video personalized recommendation and users'intention to use was explored.Utilitarian short video,hedonic short video and privacy concern were selected as moderating variables.The hypothesis was verified by using the method of hierarchical regression analysis and Stata software.[Result/Conclusion]There is an inverted U-shaped relationship between personalized recommendation and short video usage intention.Privacy concerns have a significant moderating effect on the inverted U-shaped relationship.Different types of short video have different effects on the inverted U-shape relationship,and only utilitarian short video has been verified.