不同推荐方式对移动阅读用户行为决策的影响与神经机制研究

Paid reading has become the main business model and the way to increase sales in the field of mobile reading. The personalized recommendation system has been widely used in many mobile reading platforms. However, there are few researches on the influence of mobile reading user behavior in different personalized recommendation methods. It is still in an exploring stage to study the neural mechanism of online user behavior by different personalized recommendation methods.. According to the two phases of mobile reading user's payment decision-making, this project will study the influence of mobile reading user behavior and neural mechanism in different personalized recommendation methods by combining metrological analysis and neuroscience methods. In addition, using real mobile reading platform data and experiment to collect user data as the data source of this project.. The main research contents including: Firstly, using the method of econometric analysis to study the impact of mobile users browsing and payment decision behavior in different recommendation methods, and whether there exist alternative or complementary relationships between different recommendation methods and user behaviors. Secondly, eye tracker and brainwave technology will be used to collect user behavior data in order to analyze the neural mechanism of mobile reading users browsing and payment decision behavior in different recommendation methods, as well as the relationship between measurement analysis results and neural mechanism. The research results of the project can provide a reference for mobile reading platform on the selection of recommended methods and the application to promote the development of the industry.

付费阅读已经成为移动阅读领域主要的商业模式和盈利手段，个性化推荐系统已经在众多移动阅读平台得到了广泛的应用。但不同个性化推荐方式对移动阅读用户行为的影响研究还很少，研究不同个性化推荐方式对在线用户行为的神经机制尚处于探索阶段。本项目根据移动阅读用户行为决策的两个阶段，结合计量分析和神经科学方法研究不同个性化推荐方式对移动阅读用户行为决策的影响与神经机制，应用真实的移动阅读平台数据和实验采集用户数据作为项目研究数据源。 研究内容主要包括：（1）使用计量分析方法研究不同推荐方式对移动阅读用户浏览/付费决策行为的影响，以及不同推荐方式对用户行为影响之间是否存在替代或者互补关系；（2）运用眼动仪和脑电波技术采集用户行为数据，分析不同推荐方式对移动阅读用户浏览/付费决策行为的神经机制，以及计量分析结果与神经机制之间的关系。项目研究成果可以为移动阅读平台在推荐方式选择与应用上提供参考，促进行业发展。

个性化推荐系统已经在众多移动阅读平台得到了广泛的应用。但不同个性化推荐方式对移动阅读用户行为的影响研究还很 少，研究不同个性化推荐方式对在线用户行为的神经机制尚处于探索阶段。项目研究主要包括三个大部分：一是“不同推荐方式对用户信息浏览、信息评估、付费决策的神经机理”，研究不同推荐方式对用户的信息浏览与阅读、相关信息评估以及付费决策等的神经科学机理，了解用户对不同推荐方式的体验与使用倾向；二是在前面研究基础上，进一步研究不同类型的商品展示信息（排名、推荐、评论）及其展示顺序对用户决策的神经科学机理，重点分析推荐系统在三者信息展示中的功能；三是根据在线短租平台上体统的图片信息，研究用户浏览文字、图片信息是否会影响用户的预订决策，如果影响，其神经机理如何，并通过实际收集的平台数据和神经科学数据进行验证。

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