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论文编号：	14672
作者编号：	2120223669
上传时间：	2024/6/5 20:47:11
中文题目：	电商情境下产品信息茧房对消费者新产品采纳影响研究
英文题目：	A Study on the Impact of Product Information Cocoon on Consumer New Product Adoption in the E-commerce Context
指导老师：	焦媛媛
中文关键字：	信息茧房；新产品采纳；价值-工具理性；感知控制；消费者怀疑
英文关键字：	Information Cocoon; New Product Adoption; Value Instrumental Rationality; Perceived Control; Consumer Suspicion
中文摘要：	新产品对于企业发展至关重要，但如今产品推陈出新速度加快，加之新产品具备高度不确定性，企业想要推出一款成功的新产品并非易事。电商平台的出现为解决这一问题提供了有效的途径。在个性化技术和消费者主观能动性的共同作用下，消费者能够便捷、高效地找到符合偏好的新产品，购物体验得到了显著提升。但当体验愈发深入，推荐算法过度精准，消费者如同置身于为自己量身定制的“茧房”中，也会存在产品选择范围窄化和产品呈现同质化等问题。由此可见，信息茧房可能会对消费者同时产生积极和消极效应。那么整体而言，电商情境下的产品信息茧房究竟是会促进还是抑制消费者的新产品采纳呢？这其中作用的内在机制是什么？这种影响又是否存在边界条件？ 针对以上问题存在的研究缺口，本文基于价值-工具理性并存的视角，结合补偿控制理论和说服知识模型，建立了产品信息茧房对新产品采纳的“双刃剑”模型。并且结合精细加工可能性模型探讨了新产品类型的调节作用。最终采取情境实验的方法，得出以下研究结论：（1）整体而言产品信息茧房促进新产品采纳。（2）工具理性路径下，产品信息茧房通过增强感知控制正向影响新产品采纳；价值理性路径下，产品信息茧房通过增强消费者怀疑负向影响新产品采纳。（3）新产品类型起到调节作用。当新产品类型为体验品时，产品信息茧房通过影响感知控制和消费者怀疑，促进新产品采纳；新产品类型为搜索品时，产品信息茧房对感知控制、消费者怀疑、新产品采纳无显著影响。 现有关于信息茧房的研究大多集中在信息传播领域，并且探讨信息茧房所产生的效应都是基于单一理性视角。关于电商情境下新产品采纳的影响因素研究，在外部环境维度也仅仅探讨单一信息来源、信息形式对新产品采纳的影响。本文从价值-工具理性并存的视角，研究电商情境下产品信息茧房这一包含多个信息来源、信息形式的消费环境对消费者新产品采纳的影响，构建了“双刃剑”模型并通过实验得出了相应的研究结论，具备一定的理论价值和实践意义。
英文摘要：	New products are crucial for the development of enterprises, but nowadays the speed of product innovation is accelerating, coupled with the high uncertainty of new products, it is not easy for enterprises to launch a successful new product. The emergence of e-commerce platforms provides an effective way to solve this problem. Under the joint action of personalized technology and consumer subjective initiative, consumers can conveniently and efficiently find new products that meet their preferences, and the shopping experience has been significantly improved. But as the experience deepens and recommendation algorithms become overly precise, consumers feel like they are in a "cocoon room" tailored for themselves, and there are also problems such as narrow product selection range and homogenization of product presentation. It can be seen that information cocoons may have both positive and negative effects on consumers. So overall, will the product information cocoon in the e-commerce context promote or inhibit consumer adoption of new products? What is the underlying mechanism behind this? Is there any boundary condition for this impact? Based on the perspective of value instrumental rationality, combined with compensation control theory and persuasive knowledge model, this article establishes a "double-edged sword" model for the adoption of new products in the product information cocoon to address the research gaps in the above issues. And combined with the possibility model of fine processing, the regulatory effect of new product types was explored. The following research conclusions were drawn through situational experiments: (1) Overall, the product information cocoon promotes the adoption of new products. (2) Under the path of instrumental rationality, the product information cocoon positively influences the adoption of new products by enhancing perceptual control; Under the value rationality path, the product information cocoon enhances consumer skepticism and negatively influences the adoption of new products. (3) The new product type plays a regulatory role. When the new product type is an experiential product, the product information cocoon promotes the adoption of the new product by influencing perception control and consumer suspicion; When the new product type is a search product, the product information cocoon has no significant impact on perceived control, consumer suspicion, and new product adoption. Existing research on information cocoons mostly focuses on the field of information dissemination, and exploring the effects of information cocoons is based on a single rational perspective. The research on the influencing factors of new product adoption in the context of e-commerce only explores the impact of a single information source and form on new product adoption in the external environmental dimension. This article studies the impact of the product information cocoon, a consumption environment that includes multiple sources and forms of information, on consumer adoption of new products in the context of e-commerce from the perspective of value tool rationality coexistence. A "double-edged sword" model is constructed and corresponding research conclusions are drawn through experiments, which has certain theoretical value and practical significance.
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