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论文编号：	13134
作者编号：	2120202848
上传时间：	2022/6/6 20:45:53
中文题目：	信息偶遇对电商平台用户契合行为的影响研究
英文题目：	Research on the Impact of Information Encountering on User Engagement Behavior of E-commerce Platform
指导老师：	焦媛媛
中文关键字：	信息偶遇；平台用户契合行为；顾客惊喜；促进定向；认知评价理论
英文关键字：	Information Encountering；User Engagement Behavior；Customer Delight；Cognitive Appraisal Theory
中文摘要：	目前各大电商平台都坐拥着千万甚至亿级用户，面对大量差异化的用户需求，个性化推荐成为为用户提供精准推荐服务的必要途径，然而传统同质化的推荐逐渐造成了消费者的信息茧房，千篇一律的产品使消费者逐渐产生了审美疲劳和厌倦心理。为了打破这一茧房，平台通过精进算法为用户创造了意外的惊喜发现，用户很可能在浏览时偶然获得感兴趣或有用的产品信息，这种长期的偶遇经历会无形中增强用户对平台的认可和依恋，更能引发用户价值共创等非交易性行为，而平台利用用户价值可以进一步优化用户体验、提升运营效率，从而达成主体双方的长期契合，这是当下电商平台获得持久竞争力的关键。 目前当前学术界对于信息偶遇的研究主要集中于对其前因的探索，而对其重要作用关注不够，尤其在营销领域，信息偶遇对用户行为的影响还未被挖掘出来。此外，学者们倾向于从单次发生过程的角度理解信息偶遇导致长期信息偶遇对人的影响价值被忽略。因此本文探究了产品信息偶遇对平台用户契合行为的影响，首先通过访谈质性研究对电商情境下产品信息偶遇的概念进行维度厘定和量表开发，然后通过实证探究信息偶遇对平台用户契合行为的影响以及在该影响过程中顾客惊喜的中介作用和促进定向这一人格特质的调节作用。 本研究发现：（1）用户发生信息偶遇时认知专注性具有重要作用，这反映了用户注意力的核心价值。实证结果表明电商情境下产品信息偶遇对平台用户契合行为产生了正向促进作用，并且在质性研究结果的信息偶遇四个维度（无目的性、意外性、认知专注性和预期价值）中，认知专注性对每一种契合行为表现的影响均最为显著；（2）本文发现惊喜情绪在信息偶遇对用户契合行为影响中具有关键作用。顾客惊喜在而在意外性、认知专注性和预期价值对电商平台契合行为的影响中起部分中介作用，而在无目的性和契合行为的关系中起完全中介作用；（3）本文发现不同的人格特质在发生产品信息偶遇时具有不同的行为表现。实证结果显示促进定向在意外性和认知专注性对用户契合行为的影响中起到正向调节作用，说明不同个体在信息接受和处理方式的差异会促使其产生不同的行为。本研究为电商平台企业优化推荐算法、实现用户流量三部曲提供了有益帮助。
英文摘要：	At present, the major e-commerce platforms are home to tens of millions or even hundreds of millions of users. In the face of a large number of differentiated user needs, personalized recommendation has become a necessary way to provide users with accurate recommendation services. However, traditional homogeneous recommendation has gradually created consumers' information cocoon, and the products with a thousand laws have gradually created consumers' aesthetic fatigue and boredom. In order to break this cocoon, the platform has created unexpected surprises for users through sophisticated algorithms. Users are likely to accidentally obtain interesting or useful product information when browsing. This long-term experience of encountering will virtually enhance users' recognition and attachment to the platform, and can also trigger non transactional behaviors such as user value co creation. The platform can further optimize user experience and improve operation efficiency by using user value, so as to achieve a long-term agreement between the two parties, which is the key to the sustainable competitiveness of the current e-commerce platform. At present, the current academic research on information encounter mainly focuses on the exploration of its antecedents, but pays insufficient attention to its important role, especially in the field of marketing, the impact of information encounter on user behavior has not been excavated. In addition, scholars tend to understand information encountering from the perspective of single occurrence process, which leads to the neglect of the impact value of long-term information encountering on people. Therefore, this paper attempts to explore the impact of product information encounter on the engagement behavior of e-commerce platform users. This study first conducted in-depth interviews with e-commerce users, determined the dimension of information encountering and developed the scale based on structured data analysis method, and then empirically tested the impact of information encountering on the user engagement behavior. At the same time, it explored the mediating role of customer delight and the moderating role of the personality trait of promotion pride between information encountering and user engagement behavior. This study found that: (1) Cognitive absorption plays an important role when users encounter information, which reflects the core value of users' attention. The empirical results show that product information encountering has a positive effect on the user engagement behavior in the context of e-commerce, and among the four dimensions of information encountering (aimlessness, unexpectedness, cognitive absorption and expectancy value) of qualitative research results, cognitive absorption has the most significant impact on the performance of each engagement behavior; (2) This paper finds that delight plays a key role in the impact of information encountering on users' engagement behavior. Customer delight plays a partial mediating role in the impact of unexpectedness, cognitive absorption and expectancy value on the engagement behavior of e-commerce platform, while it plays a complete mediating role in the relationship between aimlessness and engagement behavior; (3) This paper finds that different personality traits have different behavior when encountering product information. The empirical results show that promotion pride plays a positive regulatory role in the impact of unexpectedness and cognitive absorption on user engagement behavior, indicating that the differences of information acceptance and processing methods of different individuals will promote them to produce different behaviors. This research provides useful help for e-commerce platform enterprises to optimize the recommendation algorithm and realize the trilogy of user traffic.
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