In social commerce, a platform that integrates social and transactional functions, the information cocoon has been identified as an impactful problem affected by personal and technical factors and has attracted the attention of many researchers. Therefore, this paper will conduct a systematic literature review to explore the causes of information cocoons, their various effects, and proposed measures, providing a comprehensive framework for scholars and business leaders to understand information cocoons. Specifically, the information cocoon comes from confirmation bias, in which people only pursue information consistent with their cognition, and personalised recommendation systems will positively mediate this causal relationship. Besides, the formation of information cocoons will have three effects, which are consumption cocoons, user fatigue, and group polarisation. To mitigate these negative effects, scholars believe that potential solutions are to improve individuals' information filtering ability and optimise personalised recommendation algorithms. All in all, this paper analyses the whole process of 'causes-consequences-interventions' of information cocoons in social commerce for the first time, providing comprehensive theoretical guidance for the economic development of social platforms.
Research Article
Open Access