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论文编号：	14066
作者编号：	2120213329
上传时间：	2023/6/8 14:58:40
中文题目：	电商平台用户使用时间对产品信息茧房的影响研究——基于涵化理论
英文题目：	Research on the Influence of E-commerce Platform Users'' Usage Time on Product Information Cocoon: Based on Cultivation Theory
指导老师：	焦媛媛
中文关键字：	电商平台；信息茧房；算法素养；权力感；涵化理论
英文关键字：	E-commerce Platform; Information Cocoon; Algorithm Literacy; Sense of Power; Cultivation Theory
中文摘要：	随着电子商务迅速发展，个性化算法推荐得到了大量应用，根据用户的偏好向其推送产品信息，导致人们可能陷在信息茧房里，然而现对于信息茧房的研究聚焦于新闻传播领域，缺乏对电商情境下产品信息茧房的探讨。并且，现有研究多以静态视角看待信息茧房，从动态角度考虑时间对信息茧房影响的研究相对匮乏。同时，现有研究多从技术角度探讨算法推荐对信息茧房的影响，忽视了算法素养等主观能动性和个体权力感差异对信息茧房的影响。基于此，本文基于涵化理论搭建了电商平台使用时间和产品信息茧房之间的理论模型，并探讨了算法素养的调节作用与消费者权力感的二级调节作用。此外，随着技术进步与消费观念升级，传统电商平台以及社会化商务平台都在蓬勃发展，因此本文进一步探讨了平台类型在上述影响过程中的差异。 本文采用定量分析方法，在形成产品信息茧房正式量表的基础上，通过问卷调查法实证检验了电商平台使用时间对产品信息茧房的影响机制模型，研究结果表明：（1）在两类平台上，消费者电商平台注册时长、单次使用时间、使用频率对产品信息茧房均具有显著负向影响。（2）在注册时长、单次使用时间和产品信息茧房之间的关系中，算法素养在两类电商平台上都起到调节作用；然而在使用频率与产品信息茧房之间的关系中，算法素养只在社会化商务平台上起调节作用。（3）消费者权力感对算法素养的二级调节作用部分成立，相比传统电商平台，消费者权力感在社会化商务平台上的二级调节作用更为显著。 基于以上研究结果，本文证明了人们陷入信息茧房的程度是随时间发生变化的，试图解决了算法素养在工具理性与价值理性之间的矛盾冲突，证明了算法素养作用的发挥与消费者权力感特质相关。从关注信息茧房变化、培育消费者算法素养、根据消费者权力感改进推送服务三方面向电商平台提出了参考性建议。最后本文梳理了研究中存在的局限和未来研究方向，希望对电商情境下的信息茧房研究有所帮助。
英文摘要：	With the rapid development of e-commerce, personalized algorithm recommendation has been widely applied, and product information is recommended to users according to their preferences, resulting in people may be trapped in the information cocoon. However, current research on information cocoon focuses on the field of journalism and communication, and lacks discussion on product information cocoon in the context of e-commerce. In addition, the existing research mostly studies the information cocoon from a static perspective, while the research considering the influence of time on the information cocoon from a dynamic perspective is relatively scarce. At the same time, the existing researches mainly discuss the influence of algorithm recommendation on information cocoon from the technical perspective, ignoring the influence of subjective initiative such as algorithm literacy and individual sense of power difference on information cocoon. Based on this, this thesis builds a theoretical model of the relationship between e-commerce platform usage time and product information cocoon based on cultivation theory, and discusses the moderating effect of algorithm literacy and the secondary moderating effect of consumers' sense of power. In addition, with the improvement of technology and the upgrading of consumption concept, both traditional e-commerce platforms and social commerce platforms are booming. Therefore, this thesis further discusses the differences of platform types in the above influencing process. Based on the formal scale of the product information cocoon , this thesis adopts quantitative analysis method to empirically test the mechanism model of the influence of usage time on product information cocoon through questionnaire survey. The research results show that: (1) On the two types of platforms, the registration time, single usage time and usage frequency of consumer e-commerce platforms have a significant negative impact on the product information cocoon. (2) Algorithm literacy plays a moderating role in the relationship between registration time, single usage time and product information cocoon on the two types of e-commerce platforms. However, in the relationship between usage frequency and product information cocoon, algorithmic literacy only plays a moderating role on social commerce platforms. (3) The second-order moderating effect of consumers' sense of power on algorithm literacy is partially valid. Compared with traditional e-commerce platforms, the second-order moderating effect of consumers' sense of power on social commerce platforms is more significant. Based on the above research results, this thesis proves that the extent to which people are trapped in an information cocoon changes over time, attempts to solve the contradiction and conflict between the instrumental rationality and the value rationality of algorithm literacy, and proves that the function of algorithm literacy is related to consumers' sense of power. Some reference suggestions are put forward for e-commerce platforms from three aspects: paying attention to the changes of information cocoon, cultivating consumers' algorithm literacy, and improving recommendation service according to consumer' sense of power. Finally, this thesis combs the limitations of the research and the future research direction, hoping to be helpful to the research of information cocoon under the background of e-commerce.
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