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论文编号：	14085
作者编号：	2120213311
上传时间：	2023/6/8 22:37:35
中文题目：	电商情境下信息茧房对消费者间歇性中辍行为的影响研究
英文题目：	Research on the Impact of Information Cocoon on Consumers'' Intermittently Discontinuance Behavior in the Context of E-commerces
指导老师：	焦媛媛
中文关键字：	信息茧房；间歇性中辍行为；期望失验；电商平台
英文关键字：	Information Cocoon; Expectation Disconfirmation; Intermittently Discontinuance Behavior; E-commerces
中文摘要：	在日常使用电商平台进行购物的使用体验中，消费者经常会出现反复中断或者暂时停止使用平台服务的现象，理论上称为间歇性中辍行为。这一现象十分普遍，已成为一种常态化的使用行为，但目前学术界对该现象的探讨不够深入，特别是在电商情境下的相关研究还尚未展开。消费者产生该行为的原因可能是由于在web 3.0时代，个性化推荐机制被广泛应用，这会导致消费者被大量同质化的产品信息包围，陷入信息茧房中，进而导致消费者购物体验下降，可能更易产生烦躁等负面情绪，从而出现更多间歇性中辍行为。 然而，信息茧房具体会如何影响间歇性中辍行为的机理尚未可知，因此本研究基于“压力-应变-结果”理论，采用问卷调查法和定量分析方法，探究电商情境下信息茧房对消费者间歇性中辍行为的影响机理。将信息茧房作为压力源，所表现的信息特征被认为是消费者消费决策过程中的麻烦和潜在干扰，对消费者注意力、生理和情绪的破坏性影响，促使其产生刺激下的负面反应——期望失验（应变），是消费者产生间歇性中辍行为（结果）的先决条件。上述过程还会受到购买角色（自我-他人决策）、购买人特征（满足者-最大化者）和产品类型（享乐产品-实用产品）的影响，本研究将其作为调节变量进行进一步探讨。 现有关于信息茧房的影响研究主要集中在信息茧房对网络公共领域建构的破坏和对用户认知方面的影响作用，本研究首次将信息茧房引入到电商情境下，探讨信息茧房对消费者间歇性中辍行为的作用。研究结论表明：（1）信息茧房程度越高，消费者越有可能产生间歇性中辍行为，其中期望失验在该关系中起完全中介作用。（2）对为他人决策的消费者和购买享乐产品的消费者，信息茧房对期望失验的作用更显著，消费者越有可能产生间歇性中辍行为。（3）满足者-最大化者对自我-他人决策的调节效应起双重调节作用。具体而言，对最大化者来说，无论购买角色为何，都不会影响其间歇性中辍行为。对满足者来说，在为他人决策的情况下，期望失验的中介效应显著，更易出现间歇性中辍行为。本文得到的研究结论能够有助于电商平台优化推荐算法，尽可能减少消费者的间歇性中辍行为，赢得平台用户留存的竞争。
英文摘要：	In the daily experience of shopping on e-commerce platforms, consumers often experience repeated interruptions or temporary cessation of platform services, which is theoretically known as intermittently discontinuance behavior. This phenomenon is very common and has become a normalized usage behavior, but currently the academic community has not delved deeply into this phenomenon, especially in the context of e-commerce where relevant research has not yet been carried out. The reason why consumers engage in this behavior may be due to the widespread application of personalized recommendation mechanisms in the Web 3.0 era, which can lead to consumers being surrounded by a large amount of homogeneous product information and falling into an information cocoon. Furthermore, consumers' shopping experience may decline, making them more prone to negative emotions such as irritability, leading to more intermittently discontinuance behavior. The mechanism by which information cocoon affects intermittently discontinuance behavior is unclear. Therefore, this study explores the impact mechanism of information cocoon on users' intermittently discontinuance behavior in the context of e-commerce based on the theory of "stress-strain-outcome". Taking information cocoon as a source of stress, the information characteristics they exhibit are considered and interpreted as troubles and potential disruptions in the consumer's consumption decision-making process, which can have a devastating impact on consumers' attention, physiology, and emotions, prompting consumers to generate stimulated negative reactions - expectation disconfirmation(strain), which is a prerequisite for consumers to produce intermittently discontinuance behavior(outcome). The above process is also influenced by purchasing roles (self others decision-making), buyer characteristics (satisfiers maximizers), and product types (hedonic products practical products), which will be further explored as moderating variables in this study. The existing research on the impact of information cocoons mainly focuses on the destructive effect of information cocoon on the construction of the online public domain and the impact on user cognition. This study introduces information cocoon into the e-commerce context for the first time, exploring the role of information cocoon on consumers' intermittently discontinuance behavior. The research conclusion indicates that: (1) the higher the degree of information cocoon, the more likely consumers are to experience intermittently discontinuance behavior, with expectation disconfirmation playing a completely mediating role in this relationship. (2) For consumers who make decisions for others and purchase hedonic products, information cocoon have a more significant effect on expectation disconfirmation, and consumers are more likely to experience intermittently discontinuance behavior. (3) The satisfiers maximizers have a dual regulatory effect on the regulatory effect of self others decision-making. Specifically, for the maximizer, regardless of the purchase role, it will not affect intermittently discontinuance behavior. For satisfiers, when making decisions for others, the mesomeric effect of expectation disconfirmation is significant, and intermittently discontinuance behavior is more likely to occur. The research conclusions obtained in this article can help e-commerce platforms optimize recommendation algorithms, minimize users' intermittently discontinuance behavior, and win the competition for the retention of platform users.
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