个性化智能推荐对消费者在线冲动购买意愿的影响研究

摘要/Abstract

摘要： 随着移动互联网时代的快速发展与人工智能等高新技术的不断运用,个性化智能推荐已经成为电商平台企业满足消费者多样化偏好需求的重要营销方式。实践表明,个性化推荐对消费者的购买行为具有重要影响,它有助于提升电商平台企业绩效。本文基于心流体验理论与感知价值理论,探讨个性化智能推荐对消费者在线冲动购买意愿的影响,以及心流体验、感知实用价值和在线评论质量在其中的作用机制。通过对548名电商平台消费者的调查研究发现:个性化智能推荐及其相关维度(信息呈现、系统交互与社群影响)正向影响消费者的在线冲动购买意愿;心流体验和感知实用价值对个性化智能推荐与消费者在线冲动购买意愿之间的正向关系起中介作用;在线评论质量在个性化智能推荐对消费者在线冲动购买意愿的影响中起调节作用,即在线评论质量越高,个性化智能推荐对消费者冲动购买意愿的正向影响越强。

Abstract: With the rapid development of mobile internet era and the continuous application of high-tech such as artificial intelligence, personalized intelligent recommendation has become an important marketing method for e-commerce platform enterprises to meet consumers’ diversified preferences. Practice shows that personalized recommendation has an important impact on consumers’ buying behavior, and it helps to improve the performance of e-commerce platforms. Based on the flow experience theory and the perceived value theory, this paper discusses the influence of personalized intelligent recommendation on consumers’ online impulse purchase intention, and this mechanism of flow experience, perceived practical value and quality of online reviews. Through the investigation of 548 e-commerce platform consumers, the empirical study finds that personalized intelligent recommendation and its related dimensions (information presentation, system interaction and community influence) positively affect consumers’ online impulse purchase intention. Flow experience and perceived practical value mediate the positive relationship between personalized intelligent recommendation and consumers’ online impulse purchase intention. The quality of online reviews plays a moderating role in the impact of personalized intelligent recommendation on consumers’ online impulse purchase intention. The higher the quality of online reviews, the stronger the positive impact of personalized intelligent recommendation on consumers’ impulse purchase intention.

Key words: personalized intelligent recommendation, flow experience, perceived practical value, quality of online reviews, impulse buying intention

范文芳, 王千. 个性化智能推荐对消费者在线冲动购买意愿的影响研究[J]. 管理评论, 2022, 34(12): 146-156,194.

Fan Wenfang, Wang Qian. Research on the Influence of Personalized Intelligent Recommendation on Consumers’ Online Impulse Buying Intention[J]. Management Review, 2022, 34(12): 146-156,194.

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