文献类型：期刊文献

中文题名：“互联网+”时代网络个性化推荐采纳意愿影响因素研究

英文题名：Research on the Adoption Intention of Online Personalized Recommender in the Internet Plus Era

作者：戴德宝[1];刘西洋[1];范体军[2]

机构：[1]上海大学管理学院,上海200444;[2]华东理工大学商学院,上海200237

年份：2015

期号：8

起止页码：163

中文期刊名：中国软科学

外文期刊名：China Soft Science

收录：人大复印报刊资料;CSTPCD;;北大核心:【北大核心2014】；CSSCI:【CSSCI2014_2016】；

基金：国家自然科学基金重点项目(71431004)

语种：中文

中文关键词：互联网+;个性化推荐;消费价值;采纳意愿

外文关键词：Internet ＋ ; personalized recommender; consumption value; adoption intention

摘要：时下,跨境电商和"互联网+"标志着中国经济的全互联网化,必将引致竞争力全面提升。个性化推荐技术具有强大的营销优势,它可以向消费者提供商品和信息的建议,模拟销售人员帮助客户完成购买决策过程。本研究基于消费者行为学理论、消费价值理论和相应假设,以功能价值、情感价值、社交价值、认知价值和条件价值等消费价值为自变量,以采纳意愿为因变量,通过构建基于消费价值理论的个性化推荐采纳意愿模型进行调查实证分析,用以考察消费者采纳个性化推荐的各种消费价值因素影响程度。统计实证分析得出:消费价值理论能够有效解释个性化推荐采纳意愿;其五种消费价值因素对用户采纳个性化推荐都有一定影响;功能价值因素对采纳意愿的影响最为显著,社交价值因素和情感价值因素次之,功能价值因素和情感价值因素是重要的中介变量。基于实证分析和当今经济形势,最后提出一些提升个性化推荐服务的相关措施和建议,有助于进一步增强"互联网+"的国家经济和市场战略。
Nowadays, cross-border e-commerce and ＂Internet ＋ ＂ mark Chinese economy aided by Internet wholly, it also enhances the competitiveness generally;With the strong marketing advantages, personalized recommendation technology can offer consumers personalized advices on choosing the right products and information;it can also do some simulation for salesmen helping consumers selecting goods and making decisions. Based on the consumption value theory, the consumer behavior theory and the relevant assumptions, the personalized recommendation adoption intention model is built up to analyze how much the five consumption values have impact on consumers＇ adoption intention. The independent variables include functional value,social value,emotional value,epistemic value and conditional value,and the dependent variable is adoption intention. This empirical research results are as follows ,the consumption value theory can explain the personalized recommendation adoption intention very well ; each one of the five values has a certain effect on recommendation adoption; and the impact of the functional value is the strongest then followed by social value and emotional value;as the intermediate variables ,the functional value and emotional value are also important. Based on the above empirical results and the current economic situation, some reasonable proposal on the improvement of personalized recommendation services has been offered in order to further strengthen the ＂Internet ＋ ＂ strategies of Chinese economy and market.