大数据时代下电商平台消费者心理的双刃剑效应

Double-Edged Sword Effect of Consumers’ Psychology on E-Commerce Platforms in the Big Data Era

摘要: 本文探讨了在大数据时代下，各大电商平台的个性化推荐服务对消费者心理的双刃剑效应，采用SOR理论模型来分析引发双刃剑效应背后的心理逻辑。电商平台通过大数据分析，精准推送个性化商品和广告，在提升消费者的购物效率和满意度的同时，也会带来一定的负面效应。比如，消费者可能会惧怕超出预期的精准的推荐，感到置身于信息茧房，从而产生逆反心理。因此本文建议电商平台需要在优化精准个性化推荐和缓解消费者心理之间找到平衡点，实现各大电商平台的长期可持续发展。

Abstract: This article explores the double-edged sword effect of personalized recommendation services by e-commerce platforms on consumers’ psychology in the era of big data, employing the SOR theoretical model to analyze the underlying psychological logic behind this phenomenon. E-commerce platforms push personalized goods and advertisements accurately through big data analysis, which will not only improve consumers’ shopping efficiency and satisfaction, but also bring some negative effects. For example, consumers may be afraid of precise recommendations that exceed their expectations, feeling trapped in an “Information Cocoon” and thus developing a rebellious mentality. Therefore, this article suggests that e-commerce platforms need to find a balance between optimizing accurate personalized recommendation and alleviating consumers’ psychology to achieve long-term sustainable development of the platform.