商业经济与管理

2025, 04, No.402 24-39

个性化推荐信息来源对感知企业道德的影响

基金项目(Foundation): 国家自然科学基金面上项目“人工智能标签对消费者心理与行为的影响研究”(71972024);国家自然科学基金面上项目“真人还是数字人?代言人类型对消费者品牌消费历程的权变影响”(72472017)

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DOI: 10.14134/j.cnki.cn33-1336/f.2025.04.002

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摘要：

企业利用人工智能技术可以实现跨平台的精准推荐，然而当消费者认为企业对其信息的使用违反隐私契约时，往往会产生更负面的道德评价并抵制企业。文章基于社会契约理论，运用二手数据分析和实验方法检验了个性化推荐信息来源(同平台vs.跨平台)对感知企业道德的影响机理，揭示了隐私担忧的中介变量作用，以及机理解释的调节变量作用。结果表明，与同平台推荐相比，消费者认为跨平台推荐会引起更高的隐私担忧，并由此产生更低的感知企业道德；当企业提供对其推荐过程进行详细的机理解释时，该负面道德感知将消失。文章在人工智能时代拓展了现有感知企业道德和社会契约理论的研究，并为采用跨平台个性化推荐企业的营销沟通与服务补救策略提供借鉴。

关键词： 人工智能; 个性化推荐; 感知企业道德; 隐私担忧;

Abstract：

While artificial intelligence enables cross-platform precision recommendations,consumers often develop more negative moral evaluations and resist companies when they perceive that their personal information usage violates privacy norms.Grounded in social contract theory,this study employs secondary data analysis and experimental methods to examine how the information source of personalized recommendations (same-platform vs.cross-platform) influences perceived corporate morality,with privacy concerns as a mediator and mechanism transparency as a moderator.The results indicate that,compared to same-platform recommendations,consumers perceive cross-platform recommendations as triggering higher privacy concerns,leading to lower perceived corporate morality.However,this negative moral perception disappears when companies provide detailed explanations of their recommendation mechanisms.This research extends existing studies on perceived corporate morality and social contract theory in the AI era,offering insights for marketing communication and service recovery strategies for firms employing cross-platform personalized recommendations.

KeyWords： artificial intelligence; personalized recommendation; perceived corporate morality; privacy concern;

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基本信息:

DOI：10.14134/j.cnki.cn33-1336/f.2025.04.002

中图分类号:F274;TP391.3

引用信息:

[1]宋晓兵,何夏楠.个性化推荐信息来源对感知企业道德的影响[J].商业经济与管理,2025,No.402(04):24-39.DOI:10.14134/j.cnki.cn33-1336/f.2025.04.002.

基金信息:

国家自然科学基金面上项目“人工智能标签对消费者心理与行为的影响研究”(71972024);国家自然科学基金面上项目“真人还是数字人?代言人类型对消费者品牌消费历程的权变影响”(72472017)

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