关键词: Hook Model, 自我决定理论, 推荐多样性, 推荐新颖性, 用户习惯

Abstract: Using digital technology to predict user interests and preferences for personalized recommendations, known as “tailoring to taste”, has become a widely used digital marketing tool in e-commerce platforms. However, the phenomenon of “filter bubbles” created by precise recommendations based on personalized information can lead to user resistance and hinder their frequency of use of e-commerce platforms. The mechanisms through which personalized recommendations attract habitual usage remain unclear. This study combines Self-Determination Theory and the Hook Model framework to explore the role of personalized recommendations in user habitual usage of e-commerce platforms from a self-determination perspective. Scenario experiments found that recommendation diversity and novelty have significant positive effects on autonomy and recommendation novelty on relatedness, autonomy has a mediating effect between recommendation diversity, recommendation novelty and user habits, and relatedness has a mediating effect between recommendation novelty and user habits. Further analysis indicates that the impact of recommendation novelty on relatedness differs significantly between search and experience products, and the mediating effect of recommendation novelty on user habits through relatedness also varies significantly between search and experience products, as well as between credence products. This study provides insights into the influence of personalized recommendations on user habitual usage of e-commerce platforms from the perspective of self-determination, and has enlightening significance for improving the quality of personalized recommendation services on these platforms.

Key words: Hook Model, Self-Determination Theory, Recommendation Diversity, Recommendation Novelty, User Habits