电商消费中数字囤积行为的影响机制研究

The Influencing Mechanism of Digital Hoarding Behavior in E-Commerce Consumption

摘要: 本文聚焦电商环境中，用户以收藏代替消费为特征的数字囤积行为。通过构建双路径调节的影响机制模型来揭示该行为的形成机制。通过研究表明，数字囤积行为同时受到内部心理驱动和外部技术助推的双重影响。其中，内部驱动主要表现为情感依赖与认知捷径，外部助推则来源于平台设计与算法的推荐等多重技术因素。该行为遵循从认知负担到情感依恋的链式发展路径，而平台的设计特征在这一路径的各个环节中都发挥着关键调节作用。本研究创新地整合心理动机与平台技术的双重视角，构建适用在电子商务背景下数字囤积的理论模型，不仅为理解数字消费中的非理性行为提供新的分析框架，也为优化电子商务平台服务设计和引导用户进行理性消费提供重要的理论基础和实践指导。

Abstract: This study focuses on digital hoarding behavior in e-commerce environments, characterized by users substituting actual consumption with collecting. By constructing a dual-path regulatory model of the influencing mechanisms, the research reveals how such behavior is formed. The findings indicate that digital hoarding is simultaneously influenced by internal psychological drivers and external technological nudges. Internal drivers primarily manifest as emotional dependence and cognitive shortcuts, while external nudges stem from multiple technological factors such as platform design and algorithmic recommendations. This behavior follows a chain development path from cognitive burden to emotional attachment, with platform design features playing a critical regulatory role at each stage of this path. Innovatively integrating dual perspectives of psychological motivation and platform technology, this study constructs a theoretical model of digital hoarding in the context of e-commerce. It not only provides a new analytical framework for understanding irrational behaviors in digital consumption but also offers important theoretical foundations and practical guidance for optimizing e-commerce platform service design and guiding users toward rational consumption.