摘要
信息个性化推送一方面能提高消费者的信息检索效率,另一方面其形成的"信息茧房"效应又使得信息窄化,从而阻碍了消费者查找信息,使得消费者对其的采纳意愿变得更加复杂。因此,分析消费者对信息个性化推送的采纳意愿形成过程,具有重要意义。以心理抗拒理论为基础,构建消费者对信息个性化推送的采纳意愿结构方程模型,验证信息、情境和消费者三个因素对消费者心理抗拒和采纳意愿的影响。研究表明,信息个性化特征能减弱消费者的强迫性感受和操纵意图推断,信息窄化和消费者的负面经验能显著引起消费者对个性化推荐信息的强迫性感受、操纵意图推断和感知目标障碍。强迫性感受、操纵意图推断和感知目标障碍显著阻碍了消费者对信息的个性化推送服务的采纳意愿。
Personalized information push can improve the efficiency of information retrieval for consumers,but the"information cocoon"effect formed by it makes the information narrow,thus hindering consumers from searching for information and complicating the consumer's adoption intention.Therefore,it is of great significance to analyze the forming process of consumers'intention to adopt personalized information push.Based on the theory of psychological resistance,this paper constructs a structural equation model of consumer's willingness to adopt information personalized push,and verifies the influence of information,situation and consumer on consumer's psychological resistance and adoption intention.The research shows that the characteristic of information personalization can weaken the compulsive feeling of consumers and manipulate the intention inference,and the narrowing of information and the negative experience of consumers can cause the compulsive feelings,manipulation intention inference and perceived goal barriers of consumers to the personalized recommendation information.Compulsive feeling,manipulating intention inference and perceived goal barriers significantly hinder consumers'willingness to adopt personalized push services for information.
出处
《企业经济》
北大核心
2019年第1期103-110,共8页
Enterprise Economy
基金
广东省教育厅科研项目"基于心流理论的虚拟物业社区设计"(项目编号:2015WQNCX214)
广东开放大学科研项目"电商生态系统的稳定性研究"(项目编号:1703)
关键词
信息的个性化推送
采纳意愿
心理抗拒
信息窄化
操纵意图推断
personalized information push
adoption intention
psychological resistance
information narrowing
manipulation intention inference
