How to Attract Me:The Underlying Mechanism of User Habit Formation Facilitated by Personalized Recommendations
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 me-diating effect of recommendation novelty on user habits through relatedness also varies significantly between search and experi-ence products,as well as between credence products.This study provides insights into the influence of personalized recommen-dations on user habitual usage of e-commerce platforms from the perspective of self-determination,and has enlightening signifi-cance for improving the quality of personalized recommendation services on these platforms.
万方数据
维普
