社交电商浪潮下消费者购买决策的多维度解析

Multi-Dimensional Analysis of Consumers’ Purchasing Decisions in the Wave of Social E-Commerce

摘要: 在数字技术飞速发展的背景下，社交电商作为社交媒体与电子商务融合的新兴模式迅速崛起，其凭借社交互动性强、用户粘性高、传播速度快等特点，成为商品交易的重要场所。本文从多维度解析了影响社交电商消费者购买决策的因素，包括商品因素、平台因素以及个人因素。研究发现，商品的品类、价格、品牌，平台的物流配送、售后服务、用户评价与社交信任，以及消费者的从众心理、个性化需求、年龄和性别差异等，均对购买决策产生显著影响。同时，社交电商在发展中也面临商品质量参差不齐、虚假宣传等问题。基于此，本文建议消费者需保持理性消费，电商平台应优化服务与社交功能，以此促进行业健康发展。

Abstract: Against the backdrop of rapid development in digital technology, social e-commerce, as a new model integrating social media and e-commerce, has risen rapidly. It has become an important place for commodity transactions due to its strong social interaction, high user stickiness, and fast dissemination speed. This article analyzes the factors influencing consumers’ purchase decisions in social e-commerce from multiple dimensions, including product factors, platform factors, and personal factors. The research finds that product category, price, brand, platform logistics and delivery, after-sales service, user reviews and social trust, as well as consumers’ herd mentality, personalized needs, age and gender differences, all have a significant impact on purchase decisions. At the same time, social e-commerce also faces problems such as uneven product quality and false advertising in its development. Based on this, this article suggests that consumers should maintain rational consumption, and e-commerce platforms should optimize services and social functions to promote the healthy development of the industry.