A Research On User’s Psychological Reactance To Information Recommendation Service Of Shopping Websites

With the increasing popularization of Internet and the rapid development of electronic business, online shopping been melted in our daily life. There have been merchants settled in the major shopping sites constantly, and the amount and type of goods is on the increase. In order to help users make decisions and promote consumption, each shopping website has introduced the information recommendation service. Numerous scholars have developed the studies on the factors influencing user’s use of information recommendation service. Most of current related research focuses on exploring various factors that promote the use of information recommendation service, but factors that reduce the user’s use willing have seldom been studied.Psychological reactance is a kind of psychological phenomenon that commonly exists in our daily life. Existing researches have revealed that the information recommendation service of shopping websites might trigger user’s psychological reactance, and user’s willing of using the information recommendation service will decline when they are experiencing psychological reactance. However, current researches related to user’s psychological reactance to information service mostly consider psychological reactance as one of influence factors to explore its effects on user’s use willing, research particularly on psychological reactance is relatively lacked.Therefore, based on literature review, this study discusses the process of psychological reactance, analyzes the factors that might influence psychological reactance, puts forward hypothesis and constructs the influence factors model of user’s psychological reactance to information recommendation service of shopping websites, employees questionnaire survey and utilizes SEM to test the hypothesis, conducts semi-structured interviews based on the test results and analyses the data.The main conclusions are as followed:(1)user’s psychological reactance to the information recommendation service of shopping websites can be operationalized as negative cognitive, including interference, compulsivity, intent to influence, choice overload;(2)the stronger the trait of user’s psychological reactance, the greater extent of the psychological reactance to information recommendation service;(3)perceived usefulness is the important factor reducing psychological reactance;(4)trust of users on shopping websites exerts the indirect impact on psychological reactance through perceived usefulness.Based on the above, this study puts forward some suggestions to reduce user’s psychological reactance to the information recommendation service of shopping websites.