推荐列表越长越好吗？——基于行为学实验证据
Is the Recommendation List the Longer the Better?—From Behavior Experiment Evidence
DOI: 10.12677/ECL.2021.101001, PDF,    国家社会科学基金支持
作者: 周雪莲, 陈梅梅*, 刘利梅：东华大学旭日工商管理学院，上海
关键词: 推荐规模；时间压力；选择过载；用户感知；用户决策；Recommendation Scale； Time Pressure； Choice Overload； User Perception； User Decision-Making
摘要: [目的/意义]：为研究有无时间压力情境下个性化推荐系统的选择过载效应，[方法/过程]：本文利用行为学实验进行了实证研究。[结果/结论]：研究发现：1) 推荐规模扩大，用户感知吸收力增加的同时感知选择难度也提升，表现为决策时间增加、搜索深度下降、记忆效果降低。说明长推荐列表会导致选择过载。2) 时间压力对推荐规模与用户决策的影响关系存在部分调节作用，表现为在时间压力下，随着推荐规模的扩大，决策时间、搜索深度更低。说明时间压力会加剧长推荐列表的选择过载效应。
Abstract: [Purpose/Significance]: This paper aims to discuss the choice overload effect of recommendation system under the time pressure. [Methods/Process]: An empirical study was conducted based on behavioral experiment. [Result/Conclusion]: The experimental results show that 1) With the ex-pansion of recommendation scale, user’s perceived attractiveness increases and the perceived choice difficulty rises as well, showing on longer response time, lower search depth, and the drop of memory effect, which proof that long recommendation lists can lead to choice overload. 2) Time pressure has a partial regulating influence on the relationship between recommendation scale and user’s decision, presented as under time pressure the bigger recommendation scale, the lower response time and search depth, which suggest that time pressure can intensify the choice overload effect of long recommendtion lists.
文章引用：周雪莲, 陈梅梅, 刘利梅. 推荐列表越长越好吗？——基于行为学实验证据[J]. 电子商务评论, 2021, 10(1): 1-10. https://doi.org/10.12677/ECL.2021.101001

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