共享平台推荐系统如何影响消费者行为？

How Do Recommendation Systems on Sharing Platforms Influence Consumer Behaviour?

摘要: 共享平台推荐系统作为连接供需、优化体验的关键技术，其影响机制值得深入探讨。现有研究多集中于传统电商场景，对共享经济情境下推荐系统的独特作用路径剖析不足。本研究基于“刺激–机体–反应”理论框架，构建了一个多重中介模型，旨在揭示共享平台推荐系统(刺激)如何通过影响消费者的内在状态(机体，即信息认知与顾客让渡价值)，最终驱动其外在行为(反应，即购买选择、效率与心理)。通过对218名共享平台用户的问卷调查数据进行实证分析，研究发现：(1) 信任满意度、个性化与社交化三个推荐系统维度均对消费者行为有显著正向影响；(2) 信息认知与顾客让渡价值在以上影响路径中发挥显著的部分中介作用，总间接效应占比为42.37%。本研究为理解共享平台推荐系统的复杂影响机制提供了整合性理论视角与实践启示。

Abstract: As a pivotal technology connecting supply and demand while optimising user experience, the influence mechanisms of recommendation systems within sharing platforms warrant in-depth exploration. Existing research predominantly focuses on traditional e-commerce contexts, with insufficient analysis of the unique pathways through which recommendation systems operate within the sharing economy. This study constructs a multiple mediation model based on the “stimulus-organism-response” theoretical framework. It aims to reveal how recommendation systems on sharing platforms (stimulus) influence consumers’ internal states (organism, i.e., information cognition and customer delivered value) to ultimately drive their external behaviour (response, i.e., purchasing choices, efficiency, and psychological outcomes). Empirical analysis of questionnaire data from 218 sharing platform users revealed: (1) All three recommendation system dimensions—trust satisfaction, personalisation, and socialisation—exerted significant positive effects on consumer behaviour; (2) Information cognition and customer delivered value played significant partial mediating roles in these pathways, accounting for 42.37% of the total indirect effect. This study offers an integrated theoretical perspective and practical insights for understanding the complex influence mechanisms of recommendation systems within sharing platforms.