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The moderating effects of psychological reactance and product involvement on online shopping recommendation mechanisms based on a causal map

机译：心理因果关系和产品参与对基于因果图的在线购物推荐机制的调节作用

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摘要

The use of the Internet in the daily activities of individuals and firms has become entrenched, and online shopping has become commonplace. However, debates about how online shopping recommendation mechanisms (OREMs) should be designed have not been completely resolved. The challenge with traditional online shopping recommendation mechanisms (TR-OREMs) is that they focus too much on quantitative factors. Thus, they ignore causal interrelationships with qualitative factors that are believed to significantly impact quantitative factors. Considering only quantitative factors and ignoring qualitative ones likely distorts the final recommendation results. Another problem with TR-OREMs is that they ignore the perceived psychological reactance of consumers against the recommended products. Such consumer reactance may be reduced when the causal interrelationships among all the quantitative and qualitative factors are analyzed and incorporated properly into the OREM. To overcome these problems, we propose a causal map - online shopping recommendation mechanisms (CM-OREMs) based on a causal map. We analyzed possible causal relationships among quantitative and qualitative factors and incorporated them in the recommendation process to reduce consumer reactance against the recommendation results. Furthermore, an elaboration likelihood model (ELM) was used to build hypotheses about how the online shopping behavior of consumers is affected by OREMs based on the proposed causal map. Specifically, the performance of the proposed OREM was empirically analyzed by gathering experiment data from qualified respondents who were asked to refer to the proposed OREM before making purchasing decisions via mobile phones. Statistical results showed that the proposed OREMs could enhance consumer decision satisfaction, decision confidence, and attitude toward the recommended products. It could also positively affect consumer purchasing intentions. The OREM had a greater effect on the high-reactance group of participants than on the low-reactance group as well as on a high-involvement product versus a low-involvement product.
机译：互联网在个人和公司的日常活动中的使用已变得根深蒂固，在线购物已变得司空见惯。但是，关于如何设计在线购物推荐机制（OREM）的争论尚未完全解决。传统的在线购物推荐机制（TR-OREM）面临的挑战是它们过于关注数量因素。因此，他们忽略了与定性因素之间的因果关系，而定性因素被认为会严重影响定量因素。仅考虑定量因素而忽略定性因素可能会扭曲最终推荐结果。 TR-OREM的另一个问题是它们忽略了消费者对推荐产品的感知心理反应。当分析所有定量和定性因素之间的因果关系并将其适当地整合到OREM中时，可以减少此类消费者的反应。为了克服这些问题，我们提出了一个因果图-基于因果图的在线购物推荐机制（CM-OREM）。我们分析了定量和定性因素之间可能的因果关系，并将其纳入推荐过程中，以减少消费者对推荐结果的反应。此外，基于拟定的因果图，详细阐述可能性模型（ELM）用于建立关于消费者的在线购物行为如何受到OREM影响的假设。具体来说，通过从合格的受访者那里收集实验数据，对建议的OREM的性能进行了经验分析，这些受访者在通过手机做出购买决定之前被要求参考建议的OREM。统计结果表明，提出的OREM可以增强消费者的决策满意度，决策信心和对推荐产品的态度。它还可能对消费者的购买意愿产生积极影响。 OREM对参与者的高反应性组的影响要大于对低反应性的组以及对高参与度产品和低参与度产品的影响。

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