关键词: 个性化推荐, 感知操纵意图, 感知隐私侵犯, 心理抗拒

Abstract: By adopting the theory of psychological reactance and two-stage decision-making, this paper conducts three experiments to examine how the e-commerce platforms' personalized recommendation timing, mode and fit influence the consumer psychological reactance The results are as follows: (1) Recommendations based on implicit feedbacks are more likely to trigger the perceived manipulation intention and the perceived privacy violation of consumers during the browsing stage, whereas recommendations based on explicit feedbacks are more likely to trigger the perceived manipulation intention and the perceived privacy violation of consumers during the decision-making stage. (2) When the recommendation fit is high, the recommendation at the decision-making stage and the recommendation based on the implicit feedback are more likely to trigger the perceived manipulation intention and the perceived privacy violation of consumers. (3) When the recommendation fit is low, the recommendation at the browsing stage is more likely to trigger the perceived manipulation intention and the perceived privacy violation of consumers. Recommendations based on explicit feedbacks are more likely to trigger the perceived manipulation intention of consumers. Recommendations based on implicit feedbacks are more likely to trigger the perceived privacy violation of consumers. (4) Perceived manipulation intention and perceived privacy violation have a significant positive impact on psychological reactance.

Key words: Personalized Recommendation, Perceived Manipulation Intention, Perceived Privacy Violation, Psychological Reactance