【作者】 李慧；

【导师】 李平；

【作者基本信息】 山东科技大学 ， 企业管理， 2020， 硕士

【摘要】 随着移动互联网时代的到来,消费者传统的购物方式不断向线上转移,在网络购物环境下,传统的大众营销手段很难为企业赢得竞争。面对这一趋势,个性化推荐服务应运而生,成为电商平台运营的重要手段。然而电子商务个性化推荐过程中存在一些不良推荐,导致用户产生消极的情感反应,进而削弱了其平台持续使用意愿,给电商平台的运营带来困扰。因此,分析不良推荐对电商平台持续使用意愿的影响因素是非常重要的,不仅能够帮助电商平台改善个性化推荐服务,实现电商平台持续健康发展,而且还能够丰富个性化推荐的理论研究,加大个性化推荐的研究深度和力度。本文通过梳理前人的研究成果并结合现实存在的问题,以不良推荐作为研究对象,进行以下相关研究:首先,根据用户当前是否处于电商平台使用状态将推荐情境分为内情境和外情境,利用服务质量差距模型对电子商务个性化推荐质量进行评价,梳理不良推荐的类型及其产生原因,并对不良推荐带来的消极认知进行论述。然后,分别以内情境和外情境作为研究背景,分析不同情境下不良推荐对电商平台持续使用意愿的影响因素,并根据分析结果提出相应的管理建议,主要研究结论如下:(1)内情境下的不良推荐引起的信息冗余、信息迷航、感知侵扰、强迫性感受等对用户满意度或直接对平台持续使用意愿产生负面影响,其中直接影响作用最大的是强迫性感受,其次是信息冗余,然后是感知侵扰,最后是信息迷航,而用户信任起负向调节作用。(2)外情境下的不良推荐引起的信息过载、信息迷航、感知侵扰、强迫性感受对线上控制感或直接对平台持续使用意愿产生负面影响,其中直接影响作用最大的是感知侵扰,其次是强迫性感受,然后是信息迷航,最后是信息过载,而用户心理弹性起负向调节作用。更多还原

【Abstract】 With the advent of the mobile Internet era,consumers’ traditional shopping methods continue to shift to online.Under the online shopping environment,traditional mass marketing methods are difficult to win competition for enterprises.Faced with this trend,personalized recommendation services came into being,which has become an important means for the operation of e-commerce platforms.However,there are some bad recommendations in the personalized recommendation process of e-commerce,which leads to negative emotional reactions of users,which in turn weakens the willingness to continue using the platform,which brings trouble to the operation of the e-commerce platform.Therefore,it is very important to analyze the influencing factors of bad recommendation on the e-commerce platform’s continued willingness to use.It can not only help the e-commerce platform to improve the personalized recommendation service and achieve the sustainable and healthy development of the e-commerce platform,but also enrich the theoretical research on personalized recommendation.To increase the research depth and intensity of personalized recommendations.In this paper,by combing the previous research results and combining the existing problems,the following relevant researches are conducted with poor recommendation as the research object:first,the recommendation scenarios are divided into internal and external scenarios according to whether the user is currently using the e-commerce platform Use the service quality gap model to evaluate the quality of personalized recommendations,sort out the types of bad recommendations and their causes,and discuss the negative perceptions caused by bad recommendations.Then,using the internal context and the external context as the research background,analyze the impact of bad recommendations on the continued willingness to use the e-commerce platform in different contexts,and put forward corresponding management suggestions based on the analysis results.The main research conclusions are as follows:(1)Information redundancy,information tragedy,perceived intrusion,and obsessive-compulsory feelings caused by bad recommendations in the context.Through user satisfaction or directly affecting the continued willingness to use the platform,the most direct impact is compulsive feelings,Followed by information redundancy,then perceived intrusion,and finally information trek,and user trust plays a negative regulating role.(2)Information overload,information trek,perceived intrusion,and compulsive feelings caused by bad recommendations in external contexts have a negative impact on the willingness to use the platform directly through a sense of online control,and the most direct impact is perceived intrusion.Followed by compulsive feelings,then information trek,and finally infonmation overload,and the user’s psychological elasticity plays a negative regulating role.更多还原