The Psychological Impact of “Algorithm Recommendation” on Consumers’ Online Shopping Decisions in the Era of Intelligent Media: From Information Cocoons to Consumption Behavior Polarization

随着智能媒体技术的快速发展，算法推荐系统已成为电子商务平台的核心功能之一。本文通过文献研究和理论分析，探讨了算法推荐对消费者网购决策的心理影响，重点关注信息茧房效应和消费行为极化现象。研究结果表明，算法推荐在提升购物效率的同时，也可能通过个性化推送限制消费者的选择范围，加剧品牌忠诚度极端化和品类选择单一化。最后，本文提出了电商平台优化算法推荐和消费者教育的建议。With the rapid development of intelligent media technology, algorithm recommendation systems have become one of the core functions of e-commerce platforms. Through literature research and theoretical analysis, this paper explores the psychological impact of algorithm recommendations on consumers’ online shopping decisions, with a focus on the information cocoon effect and the phenomenon of consumption behavior polarization. The research results indicate that while algorithm recommendations enhance shopping efficiency, they may also restrict consumers’ choice range through personalized push notifications, exacerbating extreme brand loyalty and simplified category selection. Finally, this paper puts forward suggestions for e-commerce platforms to optimize algorithm recommendations and for consumer education.