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个性化推荐类型对消费者购买决策的影响差异研究
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Abstract:
个性化推荐作为如今电商平台的一个基本功能，在消费者购买决策中扮演重要角色。本研究以SOR理论为基础，探讨基于内容和协同过滤两种个性化推荐类型对消费者购买决策的影响差异和内在机制。研究结果表明：个性化推荐类型对消费者感知信任、感知价值和购买意愿的影响具有显著差异，协同过滤的推荐比基于内容的推荐的积极影响更大，且消费者感知信任和感知价值在其中发挥完全中介作用，而消费者知识在个性化推荐类型与感知价值中起调节作用。
As a basic function of today’s e-commerce platforms, personalized recommendation plays an important role in consumers’ purchase decisions. Based on SOR theory, this study explores the difference and underlying mechanism of two types of personalized recommendations, content-based and collaborative filtering, on consumers’ purchase decisions. The results show that the impact of personalized recommendation types on consumers’ perceived trust, perceived value, and purchase intention are significantly different, that collaborative filtering recommendation has a greater positive impact than content-based recommendation, and that consumers’ perceived trust and perceived value play a fully mediating role, while consumer knowledge plays a moderating role in personalized recommendation types and perceived value.
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