社会工作视角下的电子商务消费者行为研究

Research on E-Commerce Consumer Behavior from the Perspective of Social Work

摘要: 随着我国经济的快速发展和生活水平的提高，电子商务行业在我国国民经济中占有越来越重要的比重。电子商务作为一种新型的商业模式，具有交易灵活自由、方便快捷等特点，能够快速地融入到人们生活的方方面面。本文从社会工作视角出发，浅析了电子商务环境下的消费者行为。通过分析消费者行为的动机、决策过程以及群体特征与差异，揭示了电子商务消费者行为的复杂性和多样性。在此基础上，探讨了如何通过构建社会支持网络、强化消费者社会认同以及实施风险管理与信任建设等措施，有效干预和引导电子商务消费者行为，以期为电子商务行业健康可持续发展提供一些参考。

Abstract: With the rapid development of China’s economy and the improvement of people’s living standards, the e-commerce industry occupies an increasingly important proportion of China’s national economy. As a new type of business model, e-commerce has characteristics such as flexible and free transactions, convenience and speed, and quickly integrates into all aspects of people’s lives. This paper analyzes consumer behavior in the e-commerce environment from the perspective of social work. By analyzing the motivation, decision-making process, and group characteristics and differences of consumer behavior, the complexity and diversity of e-commerce consumer behavior are revealed. On this basis, it discusses how to effectively intervene and guide e-commerce consumer behavior through measures such as building a social support network, strengthening consumer social identity, and implementing risk management and trust building, in order to provide some reference for the healthy and sustainable development of the e-commerce industry.