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论文编号：	14305
作者编号：	1120191057
上传时间：	2023/12/11 17:42:34
中文题目：	电商平台情境下信息茧房对顾客黏性的双刃剑影响研究
英文题目：	Research on the Double-Edged Sword Influence of Information Cocoon on Customer Stickiness in the Context of E-commerce Platform
指导老师：	焦媛媛
中文关键字：	电商平台；信息茧房；顾客黏性；双刃剑影响；决策风格
英文关键字：	e-commerce platform; information cocoon; customer stickiness; double- edged sword influence; decision-making style
中文摘要：	随着电子商务行业的迅速发展，市场竞争愈发激烈，电商平台日益重视如何有效地吸引和保留顾客。顾客已经成为电商平台最宝贵的竞争资源，平台的成功与否已经不再仅仅取决于产品的质量，而更多地取决于如何实现顾客的黏性，即让顾客愿意持续选择该平台。然而，随着电商市场的同质化竞争愈发明显，商家和品牌在多个平台注册交易已变得普遍，这使得许多顾客对单一平台的参与变得暂时性，缺乏持续参与的动力。因此，电商平台迫切需要了解如何优化顾客体验来增强顾客的黏性，以确保他们的长期参与和忠诚度。同时，电商平台作为顾客的产品信息获取与消费的主要场所，其顾客体验的优化在很大程度上依靠个性化推荐服务。然而，个性化推荐服务是基于平台用户的历史行为数据构建大数据模型，通过信息库中信息特征或物品特征与用户兴趣进行匹配从而向用户进行推荐。因此，个性化推荐服务往往促使顾客沉浸在充满个人偏好色彩的信息世界。事实上，这一现象正是法哲学家Sunstein提出的“信息茧房”。此概念诞生伊始被认为是个体倾向于选择性接触与自己偏好一致的信息，而规避异质信息的现象。但随着研究的深入，在数字信息时代背景下，由于人们对信息的多数需求由主动检索转变为被动接受，信息茧房也出现了新形态，被认为是由于个体选择性接触等个人因素以及平台推荐算法等技术因素而产生独属于每个个体的个性化信息空间。 信息茧房现象在数字平台已经广泛存在，且已成为业界和学界的关注重点，但关于信息茧房的积极/消极影响效应研究仍存在严重的分歧和争议。有研究发现，信息茧房有助于平台用户找到自己感兴趣的信息，从而维系了大多数用户的满意度和忠诚度，使他们更愿意沉浸在这些平台中。然而，也有学者对这一现象产生了忧虑，认为其对于用户存在不利影响。这是由于平台追求过于精准化的个性化推荐服务，导致用户长期接触自己偏好的信息，接触不到异质信息，造成了信息多样性和丰富性的获取不足，从而可能对平台用户的信息服务体验产生负面影响，甚至引发用户流失问题。事实上，信息茧房不论是利于用户的沉浸式使用体验，还是导致用户流失问题，都表明信息茧房会对平台黏性产生重要的影响。此外，现有研究主要聚焦于内容平台（如微博、抖音）情境下的信息茧房，尚未对电商平台（如京东、淘宝）情境下的信息茧房进行探讨。 鉴于此，本研究将重点探索“电商平台情境下信息茧房如何影响顾客黏性？”这一核心问题，并将其解构为“电商平台情境下信息茧房的内涵与维度是怎样的？”“如何对电商平台情境下的信息茧房进行量化？”“信息茧房对顾客黏性是否存在双刃剑影响？其边界条件是什么？”以及“电商平台情境下信息茧房影响顾客黏性的中间机制是什么？”这四个研究问题。为了探索这些研究问题，本研究设计了三项子研究：（1）子研究一首先采用焦点小组访谈和个人深度访谈获取质性资料，然后运用程序化扎根理论方法对质性资料进行编码分析，由此解构电商平台情境下信息茧房的内涵和维度，并结合特质激活理论和认知情感系统理论构建了信息茧房影响顾客黏性的理论模型。（2）子研究二在子研究一基础上，首先运用归纳法和演绎法形成初始题项库，并邀请专家和电商平台顾客对初始题项库的所有题项进行评价和筛选，然后运用探索性因子分析和验证性因子分析方法检验以形成最终量表，并对信息茧房的维度构思进行验证。（3）子研究三在前两项子研究基础上，提出信息茧房影响顾客黏性的关系假设，包括信息茧房与决策风格的交互作用、选购效率和情感响应的中介作用以及产品卷入度的调节作用，然后运用问卷调研和统计分析方法进行关系假设检验，最后对验证结果进行了总结和讨论。 通过上述三项子研究，本研究得到以下结论：第一，信息茧房的构念是一个二阶结构，由信息迎合性和信息封闭性两个一阶因素构成，且开发了一组涵盖信息迎合性和信息封闭性两个维度，共八个题项的信度和效度均良好的测量量表。第二，信息茧房对顾客黏性的影响呈现出“双刃剑”作用，且决策风格是解析信息茧房产生双刃剑影响的关键因素，决定着信息茧房的“作用方向”，即“当决策风格为最优化决策倾向时，信息茧房呈现出负向影响，而当决策风格为满意型决策倾向时，信息茧房呈现出正向影响”；同时，产品卷入度在此基础上影响着信息茧房的“作用强度”，即“随着产品卷入度的提升，对于最优化决策倾向顾客而言，信息茧房的负向作用会增强；而对于满意型决策倾向顾客而言，信息茧房的正向作用会减弱”。第三，信息茧房通过认知传导路径（选购效率）与情感传导路径（情感响应）对顾客黏性产生作用，但信息茧房不同维度对顾客黏性不同维度（购买黏性与访问黏性）的影响路径并不一致，即“信息迎合性通过选购效率主要影响满意型决策倾向顾客的两类黏性，但通过情感响应可以影响所有顾客的访问黏性；信息封闭性通过选购效率可以影响所有顾客的两类黏性，但通过情感响应主要影响最优化决策顾客的访问黏性”。 本研究的理论贡献主要体现在以下三个方面：第一，解构电商平台情境下信息茧房的概念内涵、维度并开发测量量表，不仅补充了信息茧房在营销学领域的理论缺口，也奠定了信息茧房研究的理论基础；第二，引入决策风格作为情境变量，结合特质激活理论探究电商平台情境中信息茧房的双刃剑作用，以进一步深化信息茧房结果研究，不仅弥合了现有关于信息茧房后果研究结论不一致的争议，也修正了由于情境因素考量不足造成的信息茧房理论偏视；第三，信息茧房是数字时代重要信息现象，通过引入信息茧房概念并结合认知情感系统理论探讨电商平台顾客黏性的形成机理，为顾客黏性研究提供了新的研究视角。同时，本研究形成了以下管理启示：一是强化电商平台对不同顾客决策风格的识别能力；二是面向不同决策风格顾客来制定差异化营销策略；三是完善个性化决策支持系统来提升电商平台顾客黏性；四是提升顾客自主调控信息迎合性与信息封闭性的权限；五是重视不同产品卷入度的评估及其对顾客黏性的影响。
英文摘要：	With the rapid development of the e-commerce industry and increasingly fierce market competition, e-commerce platforms are increasingly emphasizing how to effectively attract and retain customers. Customers have become the most valuable competitive resource for e-commerce platforms, and the success of the platform no longer solely depends on the quality of the product, but more on how to achieve customer stickiness, that is, making customers willing to continue choosing the platform. However, the homogenized competition in the e-commerce market is becoming increasingly evident, and it has become common for merchants and brands to register and trade on multiple platforms. This has made many customers' participation in a certain platform temporary and lacks the motivation for sustained participation. Therefore, e-commerce platforms urgently need to understand how to optimize customer experience to enhance customer stickiness and ensure their long-term participation and loyalty. At the same time, e-commerce platforms, as the main place for customers to obtain and consume product information, greatly rely on personalized recommendation services to optimize their customer experience. However, personalized recommendation services are based on users' historical behavior data to construct user interest models, and recommend to users by matching information features or item features in the information database with user interests. Therefore, personalized recommendation services often encourage customers to immerse themselves in a world of information filled with personal preferences. In fact, this phenomenon is precisely the "Information Cocoon" proposed by legal philosopher Sunstein, which means that individuals often approach media information based on personal preferences and pay more attention to their interests and intentions in the information environment. In the long run, individuals will be immersed in an information space like a "cocoon". More and more studies have shown that in the context of the digital information age, the information cocoon room is a personalized information space that is unique to each individual due to personal factors such as selective contact, as well as technical factors such as platform personalized recommendation algorithms. That is, the information cocoon room is a "thousand people and thousands of faces". The phenomenon of information cocoons has been widely present on digital platforms and has become a focus of attention in the industry and academia. However, there are still serious disagreements and controversies regarding the positive/negative impact effects of information cocoons. Research has found that information cocoons help platform individuals find information they are interested in, thereby maintaining the satisfaction and loyalty of most individuals, making them more willing to immerse themselves in these platforms. However, some scholars have expressed concern about this phenomenon, believing that it has adverse effects on individuals. This is due to the platform's pursuit of overly precise personalized recommendation services, resulting in individuals having long-term exposure to their preferred information and not being able to access heterogeneous information, resulting in insufficient access to information diversity and richness, which may have a negative impact on the platform's user information service experience and even lead to user churn issues. In fact, whether it benefits an individual's immersive user experience or leads to user churn, information cocoons indicate that information cocoons can have a significant impact on platform stickiness. In addition, existing research mainly focuses on information cocoons in the context of content platforms such as Weibo and news portals, and has not yet explored information cocoons in the context of e-commerce platforms such as JD.com and Taobao. In view of this, this study will focus on exploring the core issue of "how information cocoons affect customer stickiness in the context of e-commerce platforms", and deconstruct it into "What are the connotations and dimensions of information cocoons in the context of e-commerce platforms?", "How can information cocoons in the context of e-commerce platforms be quantified Is there a double-edged sword effect of information cocoons on customer stickiness? What are the boundary conditions? "And" How does information cocoons affect customer stickiness in the context of e-commerce platforms? What are the intermediate mechanisms. In order to explore these research issues, this article combines qualitative and quantitative research methods to design three studies: (1) Sub study 1 uses a semi-structured interview method that combines focus group interviews and individual in-depth interviews to obtain qualitative data, and then follows a three-level coding process of procedural grounded theory to code and analyze the qualitative data, thus deconstructing the connotation and dimensions of information cocoons in the context of e-commerce platforms, And combined with trait activation theory and cognitive affective system theory, a theoretical model framework was constructed to investigate the impact of information cocoons on customer stickiness. (2) The second sub study first used a combination of induction and deduction to form an initial question bank. Then, experts and e-commerce platform customers were invited to evaluate and screen all the items in the initial question bank. Then, using SPSS 25.0, Mplus 8.3, and AMOS 22.0 software, exploratory factor analysis and confirmatory factor analysis were used to test the final scale, and the two-dimensional concept of information cocoon was validated. (3) On the basis of the first two sub studies, the third sub study proposed a hypothesis about the relationship between information cocoons and customer stickiness, including the interaction between information cocoons and decision-making style, the mediating effect of purchasing efficiency and emotional response, and the moderating effect of product engagement. Then, the hypothesis was tested using questionnaire research and statistical analysis methods, Finally, the research results were discussed based on the optimization decision tendency and satisfaction decision tendency. Through the above three sub studies, the main research conclusions of this article are as follows: firstly, the construct of the information cocoon is a second-order structure, composed of two first-order factors: information catering and information closure. A set of measurement scales covering eight items in both dimensions of information catering and information closure has been developed, with good reliability and validity. Secondly, the impact of information cocoons on customer stickiness presents a "double-edged sword" effect, and decision-making style is a key factor in analyzing the double-edged sword effect of information cocoons, determining the "direction" of the influence of information cocoons on customer stickiness. That is, "when the decision-making style is the optimal decision-making tendency, information cocoons show a negative impact, while when the decision-making style is the satisfaction oriented decision-making tendency, information cocoons show a positive impact"; At the same time, product engagement further affects the "intensity of action" of the information cocoon room, that is, "as product engagement increases, the negative effect of the information cocoon room will increase for customers with optimal decision-making tendencies; while for customers with satisfactory decision-making tendencies, the positive effect of the information cocoon room will weaken. Thirdly, the information cocoon has an impact on customer stickiness through cognitive transmission pathways (purchasing efficiency) and emotional transmission pathways (emotional response), but the impact paths of different dimensions of information cocoon on different dimensions of customer stickiness (purchase stickiness and access stickiness) are not consistent, That is to say, "Information appeasement mainly affects the two types of stickiness of satisfied decision-making tendency customers through cognitive transmission paths, but can affect the access stickiness of all customers through emotional transmission paths; information closure can affect the two types of stickiness of all customers through cognitive transmission paths, but can mainly affect the access stickiness of optimized decision-making customers through emotional transmission paths. The theoretical contributions of this study are mainly reflected in the following three aspects: firstly, deconstructing the concept and dimensions of information cocoon houses in the context of e-commerce platforms, and developing measurement scales. This not only fills the theoretical gap of information cocoon houses in the field of marketing, but also lays the theoretical foundation for information cocoon house research; Secondly, by introducing decision style as a situational variable and combining trait activation theory, the double-edged sword effect of information cocoon houses in e-commerce platform scenarios was explored to further deepen the research on the results of information cocoon houses. This not only bridged the existing controversy about the consequences of information cocoon houses, but also corrected the bias of information cocoon house theory caused by insufficient consideration of situational factors; Thirdly, the information cocoon is an important information phenomenon in the digital era. By introducing the concept of information cocoon and combining it with cognitive emotional system theory, the formation mechanism of customer stickiness on e-commerce platforms is explored, providing a new research perspective for customer stickiness research. At the same time, this study provides the following management insights: firstly, e-commerce platforms need to strengthen their ability to identify different customer decision-making styles; Secondly, e-commerce platforms need to develop differentiated marketing strategies for customers with different decision-making styles; Thirdly, e-commerce platforms need to improve personalized decision support systems to enhance customer stickiness; Fourthly, e-commerce platforms need to enhance the authority of customers to independently match information catering and information closure; Fifth, e-commerce platforms need to pay attention to the evaluation of different product engagement levels and their impact on customer stickiness.
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