由于网络购物平台中存在着海量产品信息，线上网购平台开始广泛应用个性化推荐服务，期望提高用户的搜索效率和购买体验。但由于个性化推荐的持续应用，个性化推荐使得人们在消费的时候只能看到部分的商品，限制了消费者获取商品的自由，使得消费者只能看到信息窄化后的商品列表，即产生的信息窄化效应。同时信息窄化后的个性化推荐信息容易使得消费者产生心理抗拒，并影响消费者的顾客满意度。为了探讨线上网购平台的个性化推荐造成的信息窄化对于消费者的顾客满意度的影响。本文将使用实验法和问卷调查法相结合的方法考察信息窄化和顾客满意度之间的关系，并探究消费者的心理抗拒在两者之间起到何种作用。

实验法采用线上模拟购物平台，探究真实情境下消费者在不同窄化程度的个性化推荐商品列表下的顾客满意度，实验结果表明，信息窄化程度高的商品列表相较信息窄化程度低的商品列表，顾客满意度更差。问卷调查法针对信息窄化、顾客满意度、心理抗拒，参照以往的成熟研究编制了问卷，探究三者之间的关系。结果表明个性化推荐的信息窄化和顾客满意度之间为负向相关关系，即信息窄化程度越高，顾客满意度越差；个性化推荐的信息窄化会导致消费者的心理抗拒，心理抗拒由强迫性感受和操纵意图推断组成，其中操纵意图推断与顾客满意度不相关，而强迫性感受与顾客满意度为负相关，即强迫性感受越强，顾客满意度越差，且在信息窄化影响顾客满意度中起到中介作用。

Due to the massive amount of product information in online shopping platforms, online shopping platforms have begun to widely use personalized recommendation services, hoping to improve users' search efficiency and purchase experience. However, due to the continuous application of personalized recommendation, personalized recommendation makes people only see part of the goods when consuming, which restricts consumers' freedom to obtain goods, so that consumers can only see the list of goods after the information is narrowed, that is, the information narrowing effect produced. At the same time, the personalized recommendation information after the narrowing of information is easy to make consumers psychologically resist and affect consumers' customer satisfaction. In order to explore the impact of information narrowing caused by personalized recommendation of online shopping platforms on consumers' customer satisfaction. This paper will use a combination of experimental and questionnaire methods to examine the relationship between information narrowing and customer satisfaction, and explore the role of consumer psychological resistance in between.

The experimental method uses an online simulated shopping platform to explore the customer satisfaction of consumers under different narrowing degree of personalized recommended product list under different degrees of narrowing, and the experimental results show that the product list with high degree of narrowing degree has worse customer satisfaction than the product list with low degree of information narrowing. In view of information narrowing, customer satisfaction, and psychological resistance, the questionnaire method compiles questionnaires with reference to previous mature studies to explore the relationship between the three. The results show that there is a negative correlation between the narrowing of personalized recommendation information and customer satisfaction, that is, the higher the degree of information narrowing, the worse the customer satisfaction. The narrowing of personalized recommendation information will lead to consumers' psychological resistance, which is composed of compulsive feelings and manipulation intention inference, in which manipulation intention inference is not correlated with customer satisfaction, and obsessive feelings are negatively correlated with customer satisfaction, that is, the stronger the compulsive feeling, the worse the customer satisfaction, and plays an intermediary role in the narrowing of information affecting customer satisfaction.