推荐展示形式对用户行为意图的影响研究

Research on the Effect of Recommendation Formats on Users’ Behavioral Intentions in Personalized Recommendation System

摘要: 推荐算法和用户界面是推荐系统的重要构成。为揭示推荐展示形式这一用户界面重要因素对用户行为意图的影响及不同推荐展示形式影响的差异，本文构建了基于S-O-R的研究模型，并利用情景实验通过结构方程模型进行了假设检验。结果表明：不同推荐展示形式对用户行为意图的影响不存在显著差异，但在影响机制上存在一定差异；分类目录的推荐展示形式并不通过感知有用性显著提升用户满意；翻页的推荐展示形式并没有通过感知享乐性和感知精确性显著提升用户信任。

Abstract: Recommendation algorithm and user interface are important components of the recommendation system. Based on S-O-R model, a theoretical model is constructed in this paper. It is aimed at re-vealing the influence mechanisms of different recommendation formats on users’ behavioral in-tentions and the differences of these mechanisms. Scenario experiments are taken to test research hypothesis through structural equation model. Results show that there is no significant difference in the effect of different recommendation formats on users’ behavioral intentions. But there are some differences in their influence mechanism. The organization-based recommendation interface does not significantly improve users’ satisfaction through perceived usefulness. The page switching recommendation interface does not significantly help increase users’ trust by affecting perception hedonism and perceived accuracy.