他人存在影响电商消费者决策背后的心理机制：对平台设计的启示

The Psychological Mechanisms behind the Influence of Others on E-Commerce Consumers’ Decision-Making: Implications for Platform Design

摘要: 在现代电子商务环境中，消费决策早已不是个体的独立行为，他人存在及其反馈会对消费者消费决策产生促进或抑制的影响。本文研究了他人存在对电子商务消费者决策的心理机制，重点关注从众效应、社会信任、社会压力和印象管理，分析了电商平台如何利用这些心理机制优化用户体验。本文提出未来在个体差异与大数据应用方面等的研究方向，并为电子商务平台设计提供了策略性建议，包括优化用户评价系统、增强社交互动功能、提供个性化推荐等。

Abstract: In the modern e-commerce environment, consumer decision-making is no longer an independent process; the presence of others and their feedback can either promote or inhibit consumer decisions. This study explores the psychological mechanisms by which the presence of others affects e-commerce consumer decisions, with a focus on social conformity, social trust, social pressure, and impression management. It analyzes how e-commerce platforms can leverage these psychological mechanisms to optimize user experience. The study also suggests future research directions in areas such as individual differences and big data applications, providing strategic recommendations for e-commerce platform design, including optimizing user review systems, enhancing social interaction features, and offering personalized recommendations.