管理工程学报2025，Vol.39Issue(4)：47-60,14.DOI:10.13587/j.cnki.jieem.2025.04.004
电商平台用户信息茧房对持续使用意愿的影响:有中介的调节模型
The impact of information cocoon on continuance intention among e-commerce platform users:A mediated moderation model
摘要
Abstract
With the expanding of digital platforms,information data has witnessed an exponential growth,which makes information overload become a serious problem for users.In this context,personalized recommendation service,with artificial intelligence technology as the core,liberates users from the world of information overload by efficiently matching users with information,thus improving the information service experience of platform users.However,by matching information features or item features in the information base with users' interest,personalized recommendation services,which are based on the user's historical behavior data,make it possible to build an interest model and make recommendations for users.As a result,personalized recommendation services often immerse users in the information world full of personal preferences.Actually,this phenomenon is precisely the information cocoon proposed by scholar Sunstein,that is,users tend to contact the media information through personal preferences,and pay more attention to their own interests and wishes in the information environment,and in the long run,users will be placed in the information space like a"cocoon". The information cocoon has become a priority in the industry and academia,but there still exits serious differences and controversies about the positive and negative effects of the information cocoon.Some studies have found that information cocoon helps platform users find the information they are interested in,thus maintaining the satisfaction and loyalty of most users and making them more willing to immerse themselves in these platforms.However,some scholars hold concerns about this phenomenon.Overly precise personalized recommendation services pursued by platforms resulted in users being exposed to their preferred information without heterogeneous information for a long time and lacking of access to diversity and richness of information,which may bring negative impacts on the users experience of the information service,and even lead to user churn.In fact,whether the user information cocoon facilitates the immersive experience or leads to the user churn,it shows that the user information cocoon plays a significant role in the continuance intention,which is an important criterion to measure the effect of the user information service of digital platforms.In addition,the existing research mainly focuses on the user information cocoon in the context of content platforms(such as microblogs and news portals),but has not yet explored the information cocoon in the context of e-commerce platforms(such as Jingdong and Taobao). In view of this,based on the e-commerce platform context and the maximizing-satisficing decision-making theory,this paper constructs an adjustment model with psychological reactance and psychological ownership as double mediators.Then,with the help of questionnaire survey,SPSS 25.0 and AMOS 22.0 software,Bootstrap method was used to explore the internal logic of the influence of user information cocoon on continuance intention.The major findings are as follows:firstly,user information cocoon has a contingency influence on their psychological reactance/psychological ownership.For maximizers,information cocoon has a positive effect on psychological reactance,but has no significant effect on psychological ownership;while for satisficers,the information cocoon has a positive effect on psychological ownership,but has no significant effect on psychological reactance;secondly,there are differences in the influence paths of intention to continue using of users with different decision tendencies,that is,the information cocoon of maximizers will negatively affect the continuance intention through psychological reactance,while the information cocoon of sastificers will positively affect it through psychological ownership. The study puts forward the following theoretical implications:firstly,introducing information cocooning into the field of marketing not only reveals that information cocooning can affect the continuance intention through two paths—psychological resistance and psychological ownership,but also enriches and expands the theoretical research framework of the influence mechanism of information cocooning;secondly,by the application of the introduction of maximizing-satisficing decision-making style,it discovers the boundary conditions for the positive and negative influence of information cocooning and reveals the reasons for the inconsistent conclusions of the existing studies on the consequences of information cocooning.In addition,the study comes up with the managerial enlightenments that 1)e-commerce platforms need to identify users' maximizing-satisficing decision-making styles,and analyze users' behavioural data to determine their tendencies by utilizing such advanced technologies as machine learning and artificial intelligence;2)for users with a maximizing decision-making style,e-commerce platforms should avoid triggering psychological resistance,meet their needs for diverse information as well as improve satisfaction and experience by recording users' behaviors,improving interaction design and reducing the push of similar products;3)for users with a satisficing decision-making style,e-commerce platforms should pay attention to the establishment of psychological ownership.By recording users' behaviors and responding quickly to changes in preferences,they can improve user experience,create a sense of exclusivity and immersion,and promote the establishment of psychological ownership,so as to increase users' continuance intention.关键词
信息茧房/最优化-满意型决策倾向/心理抗拒/心理所有权/持续使用意愿Key words
Information cocoon/Maximizing-satisficing decision-making styles/Psychological reactance/Psychological ownership/Continuance intention分类
管理科学引用本文复制引用
焦媛媛,闫鑫,罗雨奇,Atamanova Kamilia..电商平台用户信息茧房对持续使用意愿的影响:有中介的调节模型[J].管理工程学报,2025,39(4):47-60,14.基金项目
国家自然科学基金项目(72172065) （72172065）
南开大学亚洲研究中心项目(AS2205) The National Natural Science Foundation of China(72172065) （AS2205）
The Grants from Asia Research Center in Nankai University(AS2205) （AS2205）
