The Impact Of Contradictory Review And Personalized Recommendation Interpretation On Consumers‘ Online Purchasing Decisions

Psychographic marking,which is based on the personality characteristics of the object.The Cambridge Analytical,which has been raging in 2018,is the way to do this.The various psychological testing platforms in China also hope to form a “user mental portrait” by understanding the user's psychology,thus serving the major e-commerce platforms.For the effect of psychological factor marketing,the academic circles are mixed and even fail to find a satisfactory result.Behind this contradiction,the hidden potential may be the complexity of people's perception of things and the sensitivity to external factors.Regulating orientation theory divides people into facilitative and defensive orientations: facilitative orientation focuses on self-fulfillment and positive behavior,and defensive orientation focuses on self-protection and avoidance of negative outcomes.When the recommended interpretation information is consistent with the user's psychology,an adjustment matching effect is generated.The clue utilization theory divides the user's attention clue into: internal clues and external clues;internal clues are the attributes of the product itself,the recommended interpretation based on the commodity attributes is a kind of internal clues,and the external clues are independent of the attributes of the goods themselves.The review is a clue that the user can observe.At the same time,the research adopts the EEG research method to observe the attention distribution in the user's decision-making behavior,the decision conflict perception,and the behavior data is explained twice.The study was divided into two parts,with 38 subjects selected,and 1 using 2(adjustment orientation: promoting orientation/defense orientation)*(recommended explanation: want face/protective face)inter-group design;study 2(adjustment orientation: promoting orientation)/ defensive orientation)*(Recommended explanation: want face / protect face)*(contradictory review: reverse positive plus comment / reverse negative add comment)inter-group hybrid design.The results showed that:(1)individual traits produced a regulatory matching effect on the recommended interpretation,and there were amplitude differences between the N1 and P2 components.(2)Adjusting the orientation of individuals has significant differences in information identification and information processing methods.(3)Contradictory pursuit significantly affects the adjustment of directed individual decision-making;the amplitude difference of N2 and LPP components is also explained accordingly.(4)There are significant differences in EEG components N1,N2 and P2 during the overall decision-making process.The study confirmed that there is an adjustment matching effect between the adjusted orientation type and the recommended interpretation type and the contradiction additional comment type,and the combination that produces the adjustment matching effect corresponds to the higher N1 and P2 amplitudes(the defense-oriented individual N1 does not produce a difference),which indicates The process of consumer's extraction and evaluation of visual marketing information is closely related to the activation of the occipital and prefrontal brain regions.Experiment 2 found that the path difference of the cognitive processing of contradictory pursuit of consumers was adjusted.Promote targeted consumers to extract information more finely;it is easier to perceive cognitive conflicts from contradictory additions;defense-oriented consumers focus on perceptions of risk factors,and information extraction methods are more crude,preferring to treat contradictory pursuits as more A risky whole.