基于自我和他人的推荐解释对用户购买意愿的影响

Influence of Self and Group Based Recommendation Explanation on Users’ Purchase Intention

摘要: 为揭示用户在个性化推荐系统中受到推荐解释影响而产生感知信任和购买意愿的规律，根据推荐来源的不同，将推荐解释分为基于自我和基于他人的推荐解释，基于SOR模型构建有或无推荐解释对购买意愿影响的模型。基于主观调查数据，针对有或无推荐解释对感知信任和购买意愿的影响进行了实证研究。结果显示：与无推荐解释相比，有推荐解释对感知信任和购买意愿产生显著正向影响；与基于自我的推荐解释相比，基于他人的推荐解释会产生更高的感知信任与购买意愿；感知信任在有或无推荐解释与购买意愿之间起完全中介效应，表明推荐解释能够显著提高用户信任，从而增强用户的购买意愿。

Abstract: This paper is to reveal the law of perceived trust and purchase intention of users affected by recommendation interpretation in personalized recommendation system. According to the different sources of recommendation, the recommendation interpretation is divided into self-based and other-based recommendation interpretation. Based on the SOR model, a model with or without recommendation interpretation on purchase intention is constructed. The empirical study was conducted on perceived trust and purchase intention with or without recommendation explanation based on subjective survey data. The results show that compared with no recommendation explanation, recommendation explanation has a significant positive impact on perceived trust and purchase intention. Compared with self-based recommendation interpretation, others-based recommendation interpretation produces higher perceived trust and purchase intention. In this model, perceived trust has a full mediating effect between with or without recommendation explanation and purchase intention, indicating that recommendation interpretation can significantly improve user trust, and enhance the user’s purchase intention.