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个性化推荐解释的说服效果:调节匹配的视角
Alternative TitlePersuasion Effect of Personalized RS Explanation: Regulatory-focus-based Perspective
康丽婷
Subtype硕士
Thesis Advisor王詠
2014-05
Degree Grantor中国科学院研究生院
Place of Conferral北京
Degree Discipline心理学
Keyword推荐解释 调节定向 调节匹配效应 个性化推荐
Abstract购物网站进行商品的个性化推荐,往往告知用户推荐理由(解释)。用户访谈发现,推荐解释有助于提升系统透明度、改善信任,但千篇一律的推荐理由,无法进一步促进认知、帮助决策,用户对推荐解释有个性化的需求。推荐解释个性化,本质是在推荐列表中为用户呈现与其偏好相匹配的推荐结果属性,调节定向及调节匹配效应可为此提供指导。
Higgins(1997)认为人类存在两类动机调节系统:促进定向和预防定向;前者关注积极行为结果的实现,后者关注消极的行为后果的避免。个体、商品、商品属性、营销信息也能区分出不同的调节定向。当营销信息的调节定向(Regulatory Focus)类型与信息接受者一致时,则产生调节匹配效应,提升营销说服。以商品属性为内容的推荐解释,其本质则是营销信息,亦可分为促进定向与预防定向型。因此可推断:当推荐解释类型与消费者的调节定向相匹配时,则会产生调节匹配效应,提升消费者对推荐解释及对应商品的感知,表现出更积极的态度与行为。
通过两个实验室实验检验研究假设。两个研究均采用了2(解释类型:促进/预防定向型)×2(消费者调节定向类型:促进/预防定向型)×2(商品类别:实用/享乐型)的混合设计,各收集了51和58位被试的评估数据,分别考察调节匹配效应对态度与行为的说服。
结果发现:个体调节定向类型与推荐解释类型之间存在调节匹配效应,表现为态度的认知、情感、行为意向与行为层面的说服。个体更偏爱与其调节定向类型相匹配的推荐解释及对应商品,此类推荐解释也有助于个体准确了解商品,并对其表现出更高的点击意向及更多的购买行为。
研究证实了调节匹配效应对推荐解释说服效果的积极影响。其理论意义在于:对推荐解释的作用机制进行了初探,即说服效果的剖析;也为推荐解释的个性化提出了新的思路,可借助心理学变量(如调节定向类型)从用户分类的角度,推送个性化推荐解释。其实践意义在于:“缓解”个性化推荐解释的“冷启动”问题;实现推荐结果的精准营销。
Other Abstractpresent the users with preferred item information as personalized explanations. Although it’s hard to match preferences, we could get inspiration from Regulatory Focus and Regulatory Fit Effect.
Regulatory focus theory posits two separate and independent self-regulatory orientations: prevention and promotion(Higgins, 1997).A promotion focus emphasizes approaching gains while a prevention focus concerns avoiding losses. Individuals, commodities and their properties contain these two regulatory orientation. Regulatory fit theory suggests that a match between orientation of individuals and marketing information produces a state of regulatory fit that both creates a feeling of rightness about the goal pursuit and improves persuasion. RS explanations,based on commodity properties, are essentially marketing information; thus they could be distinguished into promotion focus and prevention focus.Therefore this paper hypothesized that RS explanations could reproduce Regulatory Fit effect.
Two lab studies were carried out to test the hypothesis; both used a 2 (RS explanation: promotion-focused vs. prevention-focused)×2(customer’ regulatory foci: promotion-focused vs. prevention-focused)×2(commodity: hedonic vs. utilitarian)three-factor mixed design, measuring preference and behavioral data from 51 and 58 student participants in Study 1 and Study 2.
The results confirmed our suspected effect between RS explanations and attitude persuasion. Individuals perceived the matching explanations better and more helpful in learning about the products in advance; they also preferred the corresponding commodities, showed a higher link-clicking intention and more purchasing behaviors. In general, these results demonstrated that Regulatory Fit Effect could reproduced in RS explanation context, which prompted e-commercial site managers a new strategy to present personalized explanations.
Key words
RS recommendation explanation; regulatory focus; regulatory fit effect; personalized recommender system
Subject Area应用心理学
Language中文
Document Type学位论文
Identifierhttp://ir.psych.ac.cn/handle/311026/19608
Collection健康与遗传心理学研究室
Affiliation中国科学院心理研究所
Recommended Citation
GB/T 7714
康丽婷. 个性化推荐解释的说服效果:调节匹配的视角[D]. 北京. 中国科学院研究生院,2014.
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