推荐系统对用户满意度的影响:调节调解法

IF 5.1 3区 管理学 Q1 BUSINESS Journal of Theoretical and Applied Electronic Commerce Research Pub Date : 2024-02-27 DOI:10.3390/jtaer19010024
Xinyue He, Qi Liu, Sunho Jung
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引用次数: 0

摘要

推荐系统是提高电子商务用户满意度的关键因素,它能为用户提供更准确、更多样化的建议。大量研究都对各种推荐系统的准确性和多样性进行了探讨。然而,人们对推荐系统影响用户满意度的心理机制知之甚少。因此,本研究的目的就是通过研究这种关系的中介和调节过程来弥补这一空白。本研究借鉴了传统的任务-技术契合文献,建立了一个调节中介模型,同时考虑了用户的感觉状态和购物目标的作用。我们采用了基于情景的实验方法来检验模型中的三个假设。结果表明,购物目标和推荐类型(多样性和准确性)对用户满意度存在交互效应。具体来说,当用户的购物目标与推荐结果的准确性和多样性一致时,用户满意度就会提高。此外,为了更好地理解这种互动关系,本研究还评估了感觉正确和心理反应的中介作用。我们测试了用户购物目标对正确感觉和心理反应的调节中介效应。对于目标导向型用户,准确的推荐会激发正确感觉,从而提高用户满意度。相反,当探索型用户面对准确的推荐时,他们会激活心理反应,从而导致用户满意度下降。最后,我们讨论了推荐系统研究的意义,以及营销人员/在线零售商如何利用推荐系统改善在线客户的购物体验。
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The Impact of Recommendation System on User Satisfaction: A Moderated Mediation Approach
A recommendation system serves as a key factor for improving e-commerce users’ satisfaction by providing them with more accurate and diverse suggestions. A significant body of research has examined the accuracy and diversity of a variety of recommendation systems. However, little is known about the psychological mechanisms through which the recommendation system influences the user satisfaction. Thus, the purpose of this study is to contribute to this gap by examining the mediating and moderating processes underlying this relationship. Drawing from the traditional task-technology fit literature, the study developed a moderated mediation model, simultaneously considering the roles of a user’s feeling state and shopping goal. We adopted a scenario-based experimental approach to test three hypotheses contained in the model. The results showed that there is an interaction effect between shopping goals and types of recommendation (diversity and accuracy) on user satisfaction. Specifically, when a user’s shopping goal aligns with recommendation results in terms of accuracy and diversity, the user satisfaction is enhanced. Furthermore, this study evaluated the mediating role of feeling right and psychological reactance for a better understanding of this interactive relationship. We tested the moderated mediation effect of feeling right and the psychological reactance moderated by the user shopping goal. For goal-directed users, accurate recommendations trigger the activation of feeling right, consequently increasing the user satisfaction. Conversely, when exploratory users face accurate recommendations, they activate psychological reactance, which leads to a reduction in user satisfaction. Finally, we discuss the implications for the study of recommendation systems, and for how marketers/online retailers can implement them to improve online customers’ shopping experience.
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来源期刊
CiteScore
9.50
自引率
3.60%
发文量
67
期刊介绍: The Journal of Theoretical and Applied Electronic Commerce Research (JTAER) has been created to allow researchers, academicians and other professionals an agile and flexible channel of communication in which to share and debate new ideas and emerging technologies concerned with this rapidly evolving field. Business practices, social, cultural and legal concerns, personal privacy and security, communications technologies, mobile connectivity are among the important elements of electronic commerce and are becoming ever more relevant in everyday life. JTAER will assist in extending and improving the use of electronic commerce for the benefit of our society.
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