The Formation Mechanism, Negative Impacts and Resolution Paths of the Information Cocoon in the Context of Personalized Recommendations

随着互联网技术在电子商务领域的深入应用，个性化推荐系统已成为电商平台提升用户体验和促进销售的重要手段。然而，这种推荐机制在运行过程中引发的信息茧房现象，对用户的消费行为产生了复杂影响。基于此，本文聚焦于信息茧房的形成机制，通过理论分析的方法，揭示其存在的问题，并为电商平台优化推荐策略、提升用户复购率提供理论依据与实践指导。With the in-depth application of Internet technology in the e-commerce field, personalized recommendation systems have become an important means for e-commerce platforms to enhance user experience and promote sales. However, the information cocoon phenomenon triggered by this recommendation mechanism during operation has complex impacts on users’ consumption behavior. Based on this, this paper focuses on the formation mechanism of the information cocoon, reveals its existing problems through theoretical analysis methods, and provides theoretical basis and practical guidance for e-commerce platforms to optimize recommendation strategies and increase user repurchase rates.