人工智能对消费者行为的影响研究——以电商平台个性化推荐系统为例

Research on the Impact of Artificial Intelligence on Consumer Behavior—Taking the Personalized Recommendation System of the E-Commerce Platform as an Example

摘要: 随着数字经济的不断发展，人工智能在营销领域的应用愈加广泛。人工智能个性化推荐系统的广泛运用能够降低厂商成本，但其对于消费者购买行为的影响机制尚未明晰。因此本文将主要讨论人工智能个性化推荐对消费者购买行为的影响。本文参考前人有关个性化推荐系统的理论，以SOR理论为基础框架提出研究假设与研究模型，采取网络问卷的方式收集样本数据，通过SPSS对数据进行基础分析，对假设和模型进行检验后得出下列结论：电商平台个性化推荐的个性化程度对消费者的感知具有双重影响：一方面，它正向提升了消费者的积极体验；另一方面，也可能加剧了消费者的消极感受。在这两种感知的相互作用和相互制衡之下，个性化推荐的个性化程度高低在决定消费者购买行为时并未显示出显著的影响。由实验结果与当今人工智能发展现状，总结出本研究对于消费者的实践意义，并期望人工智能能够不断发展，为消费者提供更好的使用体验。

Abstract: With the continuous development of the digital economy, the application of artificial intelligence in the field of marketing is becoming more and more extensive. The widespread use of an artificial intelligence personalized recommendation system can reduce the cost of manufacturers, but the mechanism of its impact on consumer purchase behavior is not yet clear. Therefore, this article will focus on the impact of AI personalized recommendations on consumer purchasing behavior. Referring to the previous theories on personalized recommendation system, this paper puts forward a research hypothesis and research model based on SOR theory, collects sample data by means of online questionnaire, conducts basic analysis of data through SPSS, and tests the hypothesis and model, and draws the following conclusions: the degree of personalization of personalized recommendation on e-commerce platforms has a positive impact on positive and negative consumer perception, and the two check and balance each other in the path of personalized recommendation affecting consumer purchase behavior. The degree of personalization that leads to personalized recommendations has no significant impact on consumer purchase behavior. Based on the experimental results and the current development status of artificial intelligence, the practical significance of this study for consumers is summarized, and it is expected that artificial intelligence can continue to develop and provide consumers with a better user experience.