内容平台个性化推荐合理性:构念与效应

Personalized Recommendation Rationality on Content Platforms:Construct and Effect

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摘要 [目的/意义]个性化推荐已经被广泛运用于各大内容平台的商业化发展之中,用户对其的认知亦愈加深刻。现有研究虽然已经出现大量基于用户角度的推荐算法评价研究,但从道德维度对个性化推荐算法的评价研究匮乏。因此,本文聚焦道德维度,探讨内容平台个性化推荐的合理性及其对用户持续使用意愿的影响,以填补这一研究空白。[方法/过程]本研究从用户和公共利益角度出发,运用规范分析法提出了内容平台个性化推荐合理性这一新概念及其3个维度:技术合理性、内容合理性和伦理合理性,基于文献梳理提炼可操作化指标,构建量表,并依托期望确认理论模型建立推荐合理性对用户持续使用意愿的影响模型,通过实证方法探究其作用机制。[结果/结论]结果显示,新开发的内容平台个性化推荐合理性量表具有很高的信度和效度,且个性化推荐合理性对用户持续使用意愿存在显著的正向影响。 [Purpose/Significance]Personalized recommendations have played a significant role in the commercial evolution of diverse content platforms,with users'understanding growing deeper.While existing research extensively evaluates recommendation algorithms from a user-centric standpoint,there remains a gap in assessing these algorithms from an ethical perspective.Therefore,this study focuses on the ethical dimension,explores the rationality of personalized recommendations on content platforms and its impact on users'intention to continue using these platforms,aiming to fill this research gap.[Method/Process]This study,addressing both user interests and public welfare,employed normative analysis to introduce the concept of “Rationality of Personalized Recommendations on Content Platforms”,comprising Technical Rationality,Content Rationality,and Ethical Rationality dimensions.Drawing from prior studies,the paper devised operational indicators and constructed a scale to validate a theoretical model regarding the impact of recommendation rationality on users'intention to continue usage.Empirical research methodologies were utilized to investigate causal mechanisms.[Result/Conclusion]Findings indicate that the newly developed scale for evaluating the rationality of personalized recommendations on content platforms demonstrates high reliability and validity.Additionally,it reveals a significant positive influence on users'intention to continue using the platforms.

作者李桂华王曼旌 Li Guihua;Wang Manjing(School of Public Administration,Sichuan University,Chengdu 610065,China)

机构地区四川大学公共管理学院

出处《现代情报》北大核心 2025年第3期10-24,共15页 Journal of Modern Information

基金国家社会科学基金项目“互联网内容平台信息操纵及其对用户信息行为的影响研究”(项目编号:22BTQ043)。

关键词内容平台个性化推荐合理性用户满意度持续使用意愿 content platform personalized recommendation rationality user satisfaction continuance intention

分类号 G250.2 [文化科学—图书馆学]

作者简介李桂华(1972-),女,教授,研究方向:信息行为、互联网治理、数智转型等;通信作者:王曼旌(2000-),女,硕士研究生,研究方向:信息资源服务。