推荐解释线索如何影响消费者在线多阶段行为： 信息加工视角的整合框架
How recommendation explanation cues shape consumers’ multistage online behavior: An integrative information-processing framework
摘要
算法推荐已成为电商平台影响消费者决策的重要信息环境，但既有研究多关注推荐算法的技术类型、预测准确性及其对点击或购买转化的影响，较少考察消费者实际接触到的推荐解释线索如何影响其信息加工与多阶段决策行为。本文从消费者可感知的前端解释信息出发，聚焦相似用户型与产品属性型两类推荐解释线索，并将其视为具有不同心理含义的信息线索，而非后台算法类型。前者强调相似他人的行为，后者强调产品之间的属性匹配。基于消费者在线决策过程，本文构建购前搜索—购中选择—购后反馈的三阶段整合框架。购前搜索阶段，产品属性型线索通过降低感知产品差异，促进目标导向型搜索；相似用户型线索通过提高感知产品差异，促进探索型搜索。购中选择阶段，相似用户型线索借助相似他人的社会证明降低感知产品不确定性，从而提高消费者选择不熟悉产品的可能性，增强选择信心并提升决策效率。购后反馈阶段，相似用户型线索形成的推荐来源表征通过增强产品社会链接感，提高消费者反馈努力和反馈质量，并可能在后续评价触点中被重新激活。本文由此揭示不同推荐解释线索如何通过差异化信息加工机制影响消费者在线多阶段行为，并为推荐解释设计与消费者信息加工研究提供整合性分析框架。
Abstract
Algorithmic recommendations have become an important information environment shaping consumer decision making on e-commerce platforms. However, prior research has largely focused on algorithm types, predictive accuracy, and downstream outcomes such as clicks and purchases, while paying less attention to how recommendation explanation cues that consumers actually encounter influence information processing and multistage decision behavior. This research focuses on two types of front-end recommendation explanation cues: similar-user cues and product-attribute cues. Rather than treating them as distinct backend algorithms, we conceptualize them as information cues with different psychological meanings. Similar-user cues emphasize the browsing, comparison, or choice behaviors of preference-similar consumers, whereas product-attribute cues highlight attribute, function, or category matches between a candidate product and the consumers focal product or needs. Drawing on research on consumers online decision processes, we develop an integrated framework spanning pre-purchase search, purchase-stage choice, and post-purchase feedback. In the search stage, product-attribute cues reduce perceived product differences and promote goal-directed search, whereas similar-user cues increase perceived product differences and encourage exploratory search. In the choice stage, similar-user cues provide social proof from preference-similar others, reduce perceived product uncertainty, and thereby increase consumers likelihood of choosing unfamiliar products as well as their choice confidence and decision efficiency. In the feedback stage, the source representation established through earlier exposure to similar-user cues strengthens consumers perceived social connection to the product, thereby increasing feedback effort and quality. This representation may be reactivated at subsequent evaluation touchpoints. This research thus reveals how different recommendation explanation cues shape multistage consumer behavior through distinct information-processing mechanisms and provides an integrated framework for research on recommendation explanation design and consumer information processing.关键词
推荐解释线索/消费者在线多阶段行为/信息加工/购前搜索/购中选择/购后反馈Key words
recommendation explanation cues/consumers’ multistage online behavior/information processing/pre-purchase search/purchase-stage choice/post-purchase feedback引用本文复制引用
段珅,张子涵.推荐解释线索如何影响消费者在线多阶段行为： 信息加工视角的整合框架[EB/OL].(2026-09-13)[2026-09-15].https://chinaxiv.org/abs/202609.00131.学科分类
贸易经济
