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

摘要： 运用心理抗拒和两阶段决策理论,通过三个2×2实验,分析电商平台个性化推荐时机、方式和契合度对消费者心理抗拒的影响机制。研究发现:浏览阶段采用基于隐式反馈的推荐更易引发感知操纵意图和感知隐私侵犯,决策阶段采用基于显式反馈的推荐更易引发感知操纵意图和感知隐私侵犯;推荐契合度较高时,决策阶段的推荐和基于隐式反馈的推荐更易引发感知操纵意图和感知隐私侵犯;推荐契合度较低时,浏览阶段的推荐更易引发感知操纵意图和感知隐私侵犯,基于显式反馈的推荐更易引发感知操纵意图,基于隐式反馈的推荐更易引发感知隐私侵犯;感知操纵意图和感知隐私侵犯对心理抗拒有显著正向影响。

关键词: 个性化推荐, 感知操纵意图, 感知隐私侵犯, 心理抗拒