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【目的/意义】在认知视角下探析网络用户偏好的心理因素,提出用户偏好复合模型及其基本假设,从而丰富和深化信息服务个性化的理论研究。【方法/过程】以记忆和情感两种偏好的主要认知影响因素入手,凝练用户偏好的概念并提出用户偏好复合模型,继而基于复合模型特征和机制提出相关假设并进行验证,最后使用实例进行可视化展示。【结果/结论】用户偏好是主体经验和情感共同影响下对客体的心理认知倾向,记忆深度和情感强度是其两大认知基石,其形成过程需要时间的积淀,用户偏好具有层次性的复合结构,包括即时偏好、短期偏好与长期偏好三种不同类型。特别地,短期偏好具有7天这一较为明确的时间性阈值。
[Purpose / Significance] To explore the psychological factors of network users’ preferences from the cognitive perspective, and to propose composite model of user preference and its basic assumptions so as to enrich and deepen the theoretical research on personalized information services. Methods / Procedures Begin with the main cognitive factors of memory and emotion preferences, conclude the concept of user preferences and put forward the composite model of user preference, and then put forward relevant hypotheses based on the features and mechanisms of the composite model and verify, and finally use examples to conduct Visual display. [Results / Conclusion] User preference is the psychological cognitive tendency of the object under the influence of subject experience and emotion. The memory depth and emotion intensity are the two cognitive cornerstones, the formation process takes time to accumulate, and the user preference has a hierarchical Composite structure, including instant preferences, short-term preferences and long-term preferences of three different types. In particular, short-term preferences have a more definite temporal threshold of 7 days.