“共赢”vs.“牺牲”:道德消费叙述框架对消费者算法推荐信任的影响  

“Win-win”vs.“sacrifice”:Impact of framing of ethical consumption on trust in algorithmic recommendation

作　　者：徐岚[1] 陈全 崔楠[2] 辜红[3] XU Lan;CHEN Quan;CUI Nan;GU Hong(School of Economics and Management,Wuhan University,Wuhan 430072,China;Research Center for Organizational Marketing of Wuhan University,Wuhan 430072,China;College of Urban and Environmental Sciences,Central China Normal University,Wuhan 430079,China)

机构地区：[1]武汉大学经济与管理学院 [2]武汉大学组织营销研究中心,武汉430072 [3]华中师范大学城市与环境科学学院,武汉430079

出　　处：《心理学报》2024年第2期179-193,共15页Acta Psychologica Sinica

基　　金：国家自然科学基金项目(72072135,72172110)资助。

摘　　要：消费者在做出道德消费选择时,要面对丰富的道德产品,复杂地权衡功利利益和道德利益。算法决策推荐可以减轻道德消费决策的复杂性,但是消费者在涉及道德伦理的权衡决策中对算法存在不信任,因为算法是一种典型的以功利论来处理道德权衡问题的方式。本研究提出采用“共赢”(vs.“牺牲”)叙述框架对道德消费中的算法推荐信任有积极影响,消费者对功利论式道德观念的接受程度中介了上述积极效应。实验1发现“共赢”(vs.“牺牲”)叙述框架会增加消费者选择算法推荐的意愿。实验2验证了“共赢”(vs.“牺牲”)叙述框架对消费者算法推荐信任的正向影响,以及功利论式道德观念接受度的中介作用。实验3进一步识别了上述影响的边界条件,即道德消费的“共赢”(vs.“牺牲”)叙述框架仅会增强消费者对算法替代型决策推荐的信任,但是并不会改变消费者对于算法增强型决策推荐信任。In making ethical consumption decisions,consumers need to consider the instrumental and ethical attributes of products and make tradeoffs.This complexity is a critical barrier between consumers’ethical consumption intention and actual ethical consumption behavior.With the development of artificial intelligence,algorithms are increasingly being used to provide advice to consumers,which can reduce the difficulty of decision-making.However,studies have found that people are reluctant to adapt algorithms to make decisions in ethical trade-offs.This study aims to provide a potential solution for increasing consumers’trust in algorithmic recommendations in ethical consumption contexts.In particular,this research proposes that marketers can influence consumers’trust in algorithmic recommendations by changing the narrative framing strategy for ethical consumption.When ethical consumption is described as“win–win”(vs.“sacrifice”),consumers are more likely to trust the algorithm’s recommendations for ethical consumption decisions.The sacrifice narrative framing strategy emphasizes that consumers need to make personal sacrifices to help the environment or society in ethical consumption.The win–win narrative framing strategy emphasizes that there is no conflict of utilitarian interests between consumers and other stakeholders in ethical consumption.Moreover,this strategy encourages consumers to consider that ethical consumption is for the greater good of everyone.Therefore,the win–win(vs.sacrifice)narrative framing information will enhance consumers’belief that achieving moral values is compatible with optimizing the overall utilitarian values of the community in ethical consumption situations.Thus,consumers are more likely to trust algorithmic tools that maximize utilitarian values to solve ethical consumption decision problems.By portraying ethical consumption as a win–win,consumers perceive themselves as part of a common interest community with relevant stakeholders,helping reinforce utilitarianis

关 键 词：道德消费 算法推荐 道义论 功利论 框架效应 

分 类 号：B849[哲学宗教—应用心理学] F713.55[哲学宗教—心理学]