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论文编号：	14139
作者编号：	2120213306
上传时间：	2023/6/14 12:16:22
中文题目：	电商平台品牌信息茧房对用户重复购买行为影响研究
英文题目：	Research on The Influence of E-commerce Platform Brand Information Cocoon on Users'' Repeated Purchase Behavior
指导老师：	焦媛媛
中文关键字：	信息茧房;重复购买行为;双系统理论
英文关键字：	Information cocoon; Repeated purchase behavior; Dual system theory
中文摘要：	随着网络购物和智能推荐算法的发展，为解决Web2.0时期信息过载带来的购物决策效率下降的问题，在Web3.0时期电商平台将智能推荐算法应用到产品推荐中，带来了大量同质化的产品信息使消费者更容易陷入信息茧房。越来越多的消费者对某些特定品牌进行重复购买，反而导致消费者的品牌选择范围相比Web2.0初期更小，那么消费者重复购买行为的增多是否与信息茧房有关？以往文献大多从企业角度或消费者角度探讨消费者重复购买行为，本文从信息空间的角度探讨消费者在电商情境下的重复购买行为。 本文基于双系统理论和线索诊断理论搭建了有调节的中介模型。由于消费者在电商情境下很难感知产品的内部线索，主要依靠外部线索进行决策，而品牌凭借其稳定性成为消费者决策的高价值线索，因此本文研究品牌信息茧房。根据双系统理论，个体在品牌信息茧房内购物决策时会通过启发式系统和分析式系统进行处理，当遇到其所偏好的个性化的产品信息会增加自身的认知付出，使用分析式系统慎重考虑与偏好品牌的承诺关系，从而产生心理承诺，当遇到同质化的产品信息时会减少自身的认知付出，使用启发式系统快速处理同质的产品信息，从而产生顾客惰性，这两种心理机制均会导致消费者对品牌的重复购买行为，因此本文也探讨品牌信息茧房通过何种心理机制影响重复购买行为。进一步的，信息处理不仅与信息内容相关也与个体信息处理强度相关，消费者在电商平台的品牌信息茧房内进行信息处理，不同品牌类型所含的信息内容不同，势必要考虑品牌类型的影响，同时探索倾向是指个体对环境刺激的反应程度。由此本研究探讨品牌类型、探索倾向在品牌信息茧房到重复购买行为关系中的调节作用。 本研究通过问卷调查对有品牌回购经历的消费者进行调研，基于回收的有效问卷进行实证分析。最终发现：品牌信息茧房对重复购买行为产生正向影响；心理承诺、顾客惰性在品牌信息茧房到重复购买行为的关系中起着正向的完全中介效应；象征型品牌相比功能型品牌在品牌信息茧房到心理承诺的正向影响中更大；产品探索性获取（EAP）相比信息探索性寻求（EIS）在品牌信息茧房到顾客惰性的正向影响中更大。根据研究结果，本文有以下4点理论贡献：本文为后续电商平台品牌信息茧房的相关研究以及从环境角度研究重复购买行为的相关研究提供支持，同时为后续研究电商平台品牌信息茧房的心理机制相关研究提供支持。本文提供了品牌类型、探索倾向作为调节变量影响消费者在品牌信息茧房内双系统决策的实证支持，为研究其他类型信息茧房相关影响因素提供支持。
英文摘要：	With the development of online shopping and intelligent recommendation algorithm, in order to solve the problem of declining shopping decision-making efficiency caused by information overload in the Web2.0 era, the e-commerce platform in the Web3.0 era applies intelligent recommendation algorithm to product recommendation, bringing a large number of homogenized product information and making consumers more easily trapped in the information cocoon. More and more consumers make repeated purchases of certain brands, which leads to a smaller range of brand choices compared with the early days of Web2.0. Is the increase of consumers' repeated purchases related to the information cocoon? Most of the previous literature discussed consumers' repeated purchase behavior from the perspective of enterprises or consumers. This thesis discussed consumers' repeated purchase behavior in the context of e-commerce from the perspective of information space. In this thesis, a moderated mediation model is constructed based on the dual system theory and the cue diagnosis theory. Since it is difficult for consumers to perceive internal cues of products in the context of e-commerce, they mainly rely on external cues to make decisions, while brand becomes a high-value cue for consumers to make decisions by virtue of its stability, this thesis studies brand information cocoon. According to the two-system theory, when individuals make shopping decisions in the cocoon room of brand information, they will process them through the heuristic system and the analytical system. When they encounter the personalized product information they prefer, they will increase their cognitive effort. By using the analytical system, they will carefully consider the commitment relationship with the preferred brand, thus generating psychological commitment. When encountering homogeneous product information, the cognitive effort will be reduced, and the heuristic system will be used to rapidly process the homogeneous product information, resulting in customer inertia. Both of these two psychological mechanisms will lead to the repeated purchase behavior of consumers on the brand. Therefore, this thesis also discusses the psychological mechanism through which brand information cocoon affects the repeated purchase behavior. Further, information processing is not only related to information content but also related to individual information processing intensity. When consumers conduct information processing in the brand information cocoon of e-commerce platforms, different brand types contain different information content, so it is necessary to consider the influence of brand type. Meanwhile, exploration tendency refers to the degree of individual response to environmental stimuli. Therefore, this study explores the moderating effects of brand type and exploration inclination on the relationship between brand information cocoon and repeated purchase behavior. In this study, consumers with brand buyback experience were investigated through questionnaires, and empirical analysis was conducted based on valid questionnaires collected. The results show that: brand information cocoon has a positive effect on repeated purchase behavior; Psychological commitment and customer inertia have positive and complete mediating effect on the relationship between brand information cocoon and repeated purchase behavior. Compared with functional brands, symbolic brands have more positive effects on brand information cocoon and psychological commitment. Product exploratory acquisition (EAP) has more positive impact on brand information cocoon to customer inertia than information exploratory seeking (EIS). According to the research results, this thesis has the following four theoretical contributions: This thesis provides support for subsequent research on brand information cocoon of e-commerce platforms and studies on repeated purchase behavior from an environmental perspective, as well as for subsequent research on the psychological mechanism of brand information cocoon of e-commerce platforms. This thesis provides empirical support for the influence of brand type and exploration tendency as moderating variables on consumers' dual-system decision-making in brand information cocoon and provides support for the study of related influencing factors of other types of information cocoon
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