39 
33由于算法透明度不足，企业开始主动公布产品算法信息以吸引消费者，但消费者通常对产品中所应用的算法持谨慎态度，这影响了算法控制产品的市场接受度。本文认为算法和品牌字母标识之间存在交互效应，并开展了一项行为实验和四项实验室实验进行验证。具体而言，实验1a和实验1b表明高（低）自适应算法控制产品，采用大写（小写）字母品牌标识，会引发更高的购买意愿和下载行为；实验2a探讨了产品绩效预期的中介作用，并进一步检验了交互效应对支付意愿的影响；实验2b发现当提供产品算法解释时，算法自适应性与字母标识的交互效应会削弱；实验3探讨了品牌标识字母间距的调节作用，当字母间距宽松（vs.紧凑）时，算法自适应性与品牌字母标识的交互对消费者反应的积极影响会削弱。
品牌标识如何减少算法“负能”？算法自适应性与字母标识的交互效应
摘要
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引用本文
姚琦, 肖文强, 蒯玲. 品牌标识如何减少算法“负能”？算法自适应性与字母标识的交互效应[J]. 外国经济与管理, 2026, 48(4): 78-96.
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