推荐方式对用户采纳的影响：拟人化和社会临场感的链式中介效应

The Influence of Recommendation Method on User Adoption: The Chain Mediation Effect of Anthropomorphism and Social Presence

摘要: 基于拟人化三因素理论和社会化反应理论，引入拟人化和社会临场感作为中介变量，构建研究假设模型，探讨AI虚拟助手推荐和传统算法推荐对用户推荐采纳意愿的影响机制。通过主观调查的实证研究发现，相比传统算法推荐，AI虚拟助手推荐更易激发用户的拟人化倾向；同时，拟人化和社会临场感不仅分别在推荐方式和用户采纳意愿间发挥简单中介效应，而且拟人化影响社会临场感，两变量在推荐方式和采纳意愿间发挥链式中介作用。研究结论可以为管理者提供提高推荐系统效果的实践指导，进而推动相关技术的广泛应用和发展。

Abstract: Based on the three-factor theory of anthropomorphism and social presence theory, this paper introduces anthropomorphism and social presence as mediating variables, constructs a research hypothesis model, and discusses the mechanism of AI virtual assistant recommendation and traditional algorithm recommendation on users’ recommendation adoption intention. Through the empirical research of subjective survey, it is found that compared with the traditional algorithm recommendation, AI virtual assistant recommendation is more likely to stimulate the user’s anthropomorphic tendency; At the same time, anthropomorphism and social presence not only play a simple mediating effect between recommendation method and user adoption intention respectively, but also anthropomorphism affects social presence, they play a chain mediating role between recommendation method and adoption intention. The research results can provide practical guidance for managers to improve the effectiveness of the recommendation system, and then promote the wide application and development of related technologies.