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通过算法向潜在消费者推荐政府倡议或鼓励消费的产品或服务已经成为广为应用的营销策略，但目前的研究主要集中于算法推荐对消费者的信任、采纳或转荐的影响，而它对于消费者政治性消费的影响却严重缺乏关注和研究。基于责任内化理论与自由意志理论，文章通过构建有调节的双中介模型深入探究了算法推荐影响消费者政治性消费的内在机理与边界条件，并用在线调查和实验研究方法进行了实证检验。一个调查与三个实验研究结果表明：(1)算法推荐确实会影响消费者的政治性消费，并且基于用户相似性算法推荐较之于基于产品相似性算法推荐更有助于增强消费者的政治性消费；(2)责任内化与自主威胁会共同中介算法推荐对消费者政治性消费的影响，其中前者主要起着积极中介效应，而后者主要起着消极中介效应；(3)消费者的权力距离信念会前置调节算法推荐对他们政治性消费的影响，即高权力距离信念者更容易让责任内化中介效应占优，而低权力距离信念者更容易让自主威胁中介效应占优；(4)身份歧视会后置调节双中介效应，即高身份歧视会产生减弱效应，而低身份歧视会产生增强效应。这些研究结论不仅对深化和完善算法推荐理论和政治性消费理论等具有重要的理论意义，而且对厂商、消费者和监管机构等有重要的管理启示。
Abstract：Recommending government-endorsed or encouraged products or services to potential consumers through algorithms has become a widely adopted marketing strategy.However,existing research has primarily focused on the effects of algorithmic recommendations (ARs) on consumer trust,adoption,or referral,while largely neglecting their impact on consumers'political consumption.Grounded in internalized responsibility theory and free will theory,this study constructs a moderated dual-mediation model to delve into the underlying mechanisms and boundary conditions through which ARs influence consumers'political consumption.Empirical validation was conducted via online surveys and experimental research methods.The findings from one survey and three experiments reveal that:(1) ARs do influence consumers'political consumption,with user similarity-based ARs being more effective in enhancing such consumption compared to product similarity-based recommendations;(2) Internalized responsibility and autonomy threat jointly mediate the impact of ARs on consumers'political consumption,with the former primarily exerting a positive mediating effect and the latter a negative one;(3) Consumers'power distance belief moderates the impact of ARs on their political consumption,such that individuals with high power distance beliefs are more likely to exhibit a dominance of the internalized responsibility mediation effect,whereas those with low power distance beliefs are more prone to the autonomy threat mediation effect;(4) Identity discrimination moderates the dual-mediation effect,with high identity discrimination producing a weakening effect and low identity discrimination producing an enhancing effect.These findings not only hold significant theoretical implications for advancing and refining AR theory and political consumption theory but also offer practical insights for businesses,consumers,and regulatory bodies.
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(1)本文使用G* Power 3.1这款统计功效分析与样本量估计软件,用于确定本文所需的最小有效样本量。参数为实验条件数=3,效应量Cohen's f=0.25,p<0.050,Power≥0.800,算出最低样本量179,故本文有效被试207名已满足要求。
基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2025.08.001
中图分类号:F713.55
引用信息:
[1]刘建新,范秀成,李希.算法仁心，工于为公?算法推荐对消费者政治性消费的影响研究[J].商业经济与管理,2025,No.406(08):5-25.DOI:10.14134/j.cnki.cn33-1336/f.2025.08.001.
基金信息:
西南大学二十届三中全会精神阐释项目“百年变局下‘留学中国’品牌高质量发展的共创机制及实现路径研究”(SWU2509314);西南大学教改重点项目“数字经济发展背景下工商管理专业人才培养模式创新与实践研究”(2022JY002);西南大学创新研究2035先导计划项目“国民经济双循环赋能乡村振兴”(SWUPilotPlan025)