人工智能推荐算法的“过滤气泡”与激励营销策略：对消费者跨品类行为及品类销售的影响

The “Filter Bubble” of AI Recommendation Algorithms and Incentive Marketing Strategies: Impact on Consumer Cross-Category Behavior and Category Sales

摘要: 随着AI推荐系统成为电商平台的标配，其商业影响和潜在的社会影响备受关注。在信息不对称和文化壁垒天然存在的跨境电商领域，“过滤气泡”在商业场景下如何影响消费者决策和平台生态是一个亟待深入研究的问题。这种效应可能固化消费者的购买习惯，抑制其跨品类探索行为，进而影响平台的品类销售结构和长期增长潜力。本文旨在构建一个概念框架，探讨跨境电商场景下AI推荐算法引发的“过滤气泡”对消费者跨品类购买行为的具体影响机制，并引入激励营销策略作为一种潜在的干预手段。文章将重点分析不同类型的激励营销(如跨品类优惠券、品类组合折扣等)如何调节“过滤气泡”的负面效应，激发消费者的跨品类购买意愿与行为，并最终探讨这些变化对平台整体品类销售多样性和集中度的潜在影响。本文研究结论能为平台在算法设计和营销策略制定上提供重要参考，以实现短期转化率和长期生态健康的平衡。

Abstract: As AI recommendation systems become standard features on e-commerce platforms, their commercial impact and potential societal implications have drawn significant attention. In the cross-border e-commerce sector, where information asymmetry and cultural barriers are inherent, how “filter bubbles” influence consumer decision-making and platform ecosystems within commercial contexts remains an urgent research topic. This effect may solidify consumers’ purchasing habits, suppress their cross-category exploration behavior, and consequently impact the platform’s category sales structure and long-term growth potential. This paper aims to construct a conceptual framework to explore the specific mechanisms through which AI recommendation algorithms trigger “filter bubbles” in cross-border e-commerce, thereby affecting consumers’ cross-category purchasing behavior. It introduces incentive marketing strategies as a potential intervention method. The analysis will focus on how different incentive marketing approaches (e.g., cross-category coupons, category bundle discounts) mitigate the negative effects of filter bubbles, stimulate consumers’ cross-category purchasing intent and behavior, and ultimately examine the potential implications of these changes for overall category sales diversity and concentration on platforms. The findings provide critical insights for platforms in algorithm design and marketing strategy formulation, enabling a balance between short-term conversion rates and long-term ecosystem health.