图书情报工作 ›› 2023, Vol. 67 ›› Issue (2): 4-13.DOI: 10.13266/j.issn.0252-3116.2023.02.001

• 专题:基于用户算法素养的算法治理研究 • 上一篇    下一篇

网络用户算法推荐服务接受意愿与使用行为背离研究

邓胜利1, 贾哲宇1, 夏苏迪1, 王少辉2   

  1. 1 武汉大学信息管理学院 武汉 430072;
    2 武汉大学政治与公共管理学院 武汉 430072
  • 收稿日期:2022-08-31 修回日期:2022-12-05 出版日期:2023-02-09 发布日期:2023-02-09
  • 通讯作者: 王少辉,副教授,博士,硕士生导师,通信作者,E-mail:shuiwang@whu.edu.cn。
  • 作者简介:邓胜利,教授,博士,博士生导师;贾哲宇,硕士研究生;夏苏迪,博士研究生。
  • 基金资助:
    本文系国家自然科学基金项目“信息生态链视角下在线知识社区用户贡献行为评价及预测研究”(项目编号:71974149)研究成果之一。

Research on the Deviation Between Acceptance Willingness and Usage Behavior of Online Users' Algorithmic Recommendation Service

Deng Shengli1, Jia Zheyu1, Xia Sudi1, Wang Shaohui2   

  1. 1 School of Information Management, Wuhan University, Wuhan 430072;
    2 School of Politics and Public Administration, Wuhan University, Wuhan 430072
  • Received:2022-08-31 Revised:2022-12-05 Online:2023-02-09 Published:2023-02-09

摘要: [目的/意义] 从用户行为视角探究算法推荐服务应用过程中存在的问题,可为应对算法推荐乱象提供指引和规范。[方法/过程] 采用条件价值法量化网络用户算法推荐服务接受意愿,并对其接受意愿与使用行为是否背离进行验证,最后基于感知价值与风险理论分析该现象产生的影响因素。[结果/结论] 网络用户在算法推荐服务使用过程中,存在接受意愿与使用行为的背离现象,即用户持续使用但接受意愿不高。用户感知价值对接受意愿与行为背离产生负向作用且用户的感知愉悦性影响最为显著;感知风险正向影响背离现象产生,其中经济损失程度影响最大,信息过载程度影响最小。

关键词: 算法推荐服务, 意愿行为背离, 感知价值与风险, 影响因素

Abstract: [Purpose/Significance] To explore the problems existing in the application process of algorithm recommendation service from the perspective of user's behavior can provide guidance and norms for dealing with the chaos of algorithm recommendation.[Method/Process] The conditional value method was used to quantify the acceptance willingness of network users' algorithmic recommendation service, and verify whether their acceptance intention deviates from their use behavior. Finally, the influencing factors of this phenomenon were analyzed based on the theory of perceived value and risk.[Result/Conclusion] In the process of using the algorithm recommendation service, there is a deviation between the willingness to accept and the use behavior of network users, that is, the user continues to use but the willingness to accept is not high. User perceived value has a negative effect on acceptance willingness and behavior deviation, and the user's perceived pleasure has the most significant impact; perceived risk positively affects the deviation phenomenon, in which the degree of economic loss has the greatest impact, and the degree of information overload has the least impact.

Key words: algorithmic recommendation service, willingness-to-behavior deviation, perceived value and risk, influencing factors

中图分类号: