数字创新国际化策略:基于数字制度距离的分析框架  

Highlight Similarity between Users or Similarity between Products?The Impact of Recommendation Interpretation Frameworks on Consumer Click Intention

作　　者：邱振宇 刘志阳 赵陈芳 Qiu Zhenyu;Liu Zhiyang;Zhao Chenfang(School of Management,Sichuan Agricultural University,Chengdu 611130,China;College of Business,Shanghai University of Finance and Economics,Shanghai 200433,China;School of Business Administration,Southwestern University of Finance and Economics,Chengdu 611130,China)

机构地区：[1]四川农业大学管理学院,四川成都611130 [2]上海财经大学商学院,上海200433 [3]西南财经大学工商管理学院,四川成都611130

出　　处：《外国经济与管理》2025年第3期3-18,共16页Foreign Economics & Management

基　　金：国家社会科学基金项目(22AZD144)。

摘　　要：数字创新国际化如何应对不同区域的数字制度差异?这是一个重要的理论和实践难题。本文基于制度理论,引入“数字制度距离”概念,系统分析了正式和非正式数字制度距离影响数字创新国际化的机制。正式数字制度距离影响数字创新的机会识别、路径选择、模式构建和转化效率,非正式数字制度距离决定数字创新的社会环境、合法性和接受度。基于此,本文提出了针对不同距离组合的数字创新国际化策略,包括协作式开发策略、定制化生成策略、适应性创新策略和整合式扩散策略,旨在优化数字创新的国际化进程和本地化效果。本文深化了制度距离理论,丰富了数字创新国际化研究,为战略管理和国际商务领域提供了新的理论视角。Based on the social influence theory,this paper examines the impact of frameworks that highlight similarity between users and similarity between products on consumer click intention through three experiments,and analyzes the mediating effect of perceived product matching and the moderating role played by product types and recommendation quantity.The study shows that compared to frameworks that highlight similarity between products,frameworks that highlight similarity between users can generate higher perceived product matching among consumers,thereby enhancing their click intention.But this framing effect is moderated by product types:For hedonic products,frameworks that highlight similarity between users are often more effective;for practical products,frameworks that highlight similarity between products are more effective.Moreover,the framing effect of recommendation interpretation only occurs when the number of recommendations is one;when the number of recommendations is multiple,there is no significant difference in perceived product matching and click intention between the two recommendation interpretation frameworks.This paper not only advances the research progress of personalized recommendation,but also expands the application research of the social influence theory and the framework effect theory in the field of marketing,and provides important practical inspiration for enterprises to implement personalized recommendation strategies.

关 键 词：数字创新国际化 制度理论 数字制度距离 

分 类 号：F270[经济管理—企业管理]