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个性化推荐、社会临场感知对消费者信任 和行为意向的影响
Alternative TitleSocial Influence from Personalized Recommendations to Consumer's Behavioral Intention: Intermediate Role of Social Presence and Trusting Beliefs
Thesis Advisor王詠
Degree Grantor中国科学院研究生院
Place of Conferral北京
Degree Discipline心理学
Keyword个性化推荐系统 社会临场理论 社会临场感知 信任信念 信任形成 模型
论文包含两个实验室实验,正式实验涉及158 名大学生被试。研究结果发现:高个性化的推荐系统比低个性化推荐系统能引发更高的社会临场感知和更强的网站信任,社会临场感知能够部分中介个性化感知对网站信任的影响。进一步检验发现,个性化感知只能影响信任信念的能力和善意两个维度,社会临场感知则能显著影响信任信念的能力、善意以及诚实三个维度。消费者对网站的制度性信任会积极影响消费者对网站的善意信任。
Other AbstractWith the increasing prevalence of online shopping, domestic and foreign Internet companies have added “personalized recommendation” modules on their websites to collect customers’ click-stream data in real time and conduct relevant analysis, which will both improve the efficiency of online choice and the user experience and enhance trust towards websites. Previous studies focus merely on features of PRS itself, in order to explore the influence from usability and credibility to the trust towards websites and relevant behaviors. According to Theory of Social Presence, perception of social presence brought by communication media is benefit to the forming of trust.
This dissertation makes some laboratory studies to verify the proposed assumptions: First, it testifies the intermediate role of the perception of social presence between PRS and customer’s trusting beliefs. Second, how social elements could intensify the positive effects of PRS on consumer’s perceived social presence. Finally, in terms of Trust Building Model, it makes further inquiry on how PRS, social presence perception, and trust-related constructs could influence customer’s intentions of behaviors, such as intention to use, satisfactory and word of mouth.
158 undergraduates participated in laboratory experiments, several discoveries have been ascertained as following:
First, the higher level of personalization users perceive, the stronger perception of social presence they would have, also the more trust towards online store. The perception of social presence can partially intermediate the effect of perceived personalization on consumer’s trusting beliefs. Furthermore, perception of personalization can only affect two dimensions of trusting beliefs towards website, namely, Competence and Benevolence. Nevertheless, perception of social presence can affect Competence, Benevolence, and the third dimension of trusting beliefs --Integrity. Finally, customer’s institutional trust could significantly influence her Benevolence-based trusting beliefs. The formation of trusting beliefs brings abou different influences on intentions of behavior. Customer’s usage intention depends merely upon her Competence-based trusting beliefs. The satisfaction evaluation is affected by both Competence and Benevolence-based trusting beliefs. Competence, Benevolence, and Integrity-based trusting beliefs can significantly influence consumer’s intention to spread the positive word of mouth.
Subject Area应用心理学
Document Type学位论文
Recommended Citation
GB/T 7714
李亚男. 个性化推荐、社会临场感知对消费者信任 和行为意向的影响[D]. 北京. 中国科学院研究生院,2013.
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