算法过度依赖:算法推荐系统的使用如何增加消费者福祉风险

Algorithm Overdependence: How the Use of Algorithmic Recommendation Systems Can Increase Risks to Consumer Well-Being

Journal of Public Policy and Marketing · 2019
被引 111 · 同刊同年前 8%
ABS 3

中文导读

研究发现消费者会过度依赖算法推荐,即使推荐质量较差也选择服从,这可能损害自身福祉并传播系统性偏见,对推荐系统的设计者和使用者有警示意义。

Abstract

Consumers increasingly encounter recommender systems when making consumption decisions of all kinds. While numerous efforts have aimed to improve the quality of algorithm-generated recommendations, evidence has indicated that people often remain averse to superior algorithmic sources of information in favor of their own personal intuitions (a type II problem). The current work highlights an additional (type I) problem associated with the use of recommender systems: algorithm overdependence. Five experiments illustrate that, stemming from a belief that algorithms hold greater domain expertise, consumers surrender to algorithm-generated recommendations even when the recommendations are inferior. Counter to prior findings, this research indicates that consumers frequently depend too much on algorithm-generated recommendations, posing potential harms to their own well-being and leading them to play a role in propagating systemic biases that can influence other users. Given the rapidly expanding application of recommender systems across consumer domains, the authors believe that an appreciation and understanding of these risks is crucial to the effective guidance and development of recommendation systems that support consumer interests.

消费者行为推荐系统算法决策消费者福祉