資訊呈現模式對個人化推薦代理人滿意度之影響：認知需求與決策複雜度之調節效果

The Impact of Information Format on Consumer Satisfaction with Personalized Recommendation Agents: The Moderating Effects of Need for Cognition and Decision Complexity

10.3966/181666012016041201004

陳佳誼(Chia-Yi Chen)；柯書婷(Shu-Ting Ko)

資訊呈現模式 ； 認知需求 ； 個人化推薦代理人 ； information format ； need for cognition ； personalized recommendation agents

行銷科學學報

12卷1期（2016 / 04 / 01）

63 - 83

繁體中文

在電子商務的時代，推薦代理人已被企業廣泛的使用，提供個人化的產品推薦。但過往有關個人化推薦代理人之研究大多關注其如何有效地促進消費者之決策制訂，鮮少有研究探討產品資訊呈現會如何影響消費者對於個人化推薦代理人的態度。為彌補此研究缺口，本研究主張產品資訊如何呈現（屬性基礎或選擇基礎）會影響消費者對於個人化推薦代理人系統的滿意度與使用態度；此外，個體的認知需求與決策複雜度會調節資訊呈現模式與推薦代理人系統使用滿意度之間關係。為驗證研究假說，本研究進行了一個2（資訊呈現模式：選擇基礎vs. 屬性基礎）×2（認知需求：高認知需求vs. 低認知需求）×2（決策複雜度：高複雜度vs. 低複雜度）之實驗設計。結果顯示，在低決策複雜度的條件下，無論消費者認知需求程度的高低，資訊呈現模式對於網站個人化推薦整體評價並不會有明顯的影響。然而在高決策複雜度的條件下，高認知需求的消費者對於屬性基礎的資訊呈現比選擇基礎的資訊呈現有較佳的評價；反之，低認知需求的消費者對於選擇基礎的資訊呈現模式比屬性基礎的資訊呈現模式有較佳的評價。基於此發現，本研究建議推薦代理人系統的資訊呈現模式應根據消費者認知需求程度及決策複雜度的不同，提供個人化的資訊呈現模式，藉以提高消費者的滿意度。

In the era of e-commerce, the recommendation agents have been widely used by firms to make personalized product recommendations. Previous research on personalized recommendation agents focused on its effectiveness in facilitating consumer decision making. Little attention has been given to explore whether the format of personalized product information influences consumer attitude toward the recommendation agents. In order to close this research gap, the current study proposes that how product information is presented (attribute-based or alternative-based) has an impact on customer satisfaction with personalized recommendation agents. Additionally, the relationship between information format and customer satisfaction is moderated by consumer’s need for cognition and decision complexity. To examine formulated hypotheses, a 2(information format: attribute-based versus alternative-based) ×2(decision complexity: high versus low)×2(need for cognition: high versus low) experimental design was employed. The results indicated that regardless consumer’s level of need for cognition, information format has no significant impact on consumer satisfaction with personalized recommendation agents when decision complexity is low. However, in the condition of high decision complex, high need-for-cognition individuals are more satisfied with attribute-based information format than alternative-based one. In contrast, consumers in low need for cognition show higher satisfaction with alternative- based than attribute-based information format when the decision is highly complex. Based on these findings, this study suggests that the recommendation agents should provide personalized information format according to consumer’s need for cognition and decision complexity in order to enhance customer satisfaction.

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