E-commerce Personalized Recommendations: Influencing Mechanisms on Users’ Mental Health and Adoption Behavior
Yudong ChangAbstract
Objective
Excessive and inaccurate e-commerce personalized recommendations bring persistent decision-making psychological pressure to online users, trigger negative emotional fluctuations and unstable mental states, and affect users’ online consumption experience and daily mental health. From the emotion regulation perspective, this paper explores the internal action mechanism of personalized recommendation on user adoption behavior, aiming to relieve users’ consumption psychological pressure and improve their mental state and mental health during online shopping.
Subjects and Methods
This study adopts questionnaire survey and empirical regression analysis, selecting ordinary online shopping users as research subjects. It collects data on recommendation perception, emotional regulation level, consumption psychological pressure, mental state and user adoption intention, and verifies the mediating role of psychological state and mental health between recommendation strategy and user behavior.
Results
Reasonable personalized recommendation matches users’ consumption demands effectively, reduces decision-making psychological pressure caused by information overload, optimizes users’ negative mental states, and promotes positive mental health. Meanwhile, effective individual emotion regulation further strengthens this positive effect and significantly improves users’ willingness to adopt recommended commodities.
Conclusions
E-commerce personalized recommendation affects user adoption behavior by changing users’ psychological pressure and mental states. Optimized recommendation strategies combined with emotional guidance can ease users’ shopping psychological burden, stabilize their mental states, protect online consumption mental health, and provide practical suggestions for humanized operation of e-commerce platforms.
Corresponding Author
Yudong Chang, Beijing Polytechnic University, Beijing 100176, China.