电子商务背景下消费者网络成瘾性消费行为的心理机制、影响因素与干预策略

Psychological Mechanisms, Influencing Factors and Intervention Strategies of Consumers’ Internet Addictive Consumption Behaviour in the Context of E-Commerce

摘要: 随着电子商务的迅猛发展，消费成瘾现象在这一领域逐渐凸显。本文旨在探讨电子商务背景下消费者成瘾性消费这一现象。首先剖析成瘾性消费的心理机制，包括多巴胺驱动的奖赏系统、强化、认知偏差以及社会认同需求等方面；接着分析影响成瘾性消费的因素，涵盖个人心理特征、社会文化和电商平台营销策略；最后提出相应的干预策略，从个人自我管理、家庭和社会引导以及电商平台责任等多维度出发，以促进健康的电子商务消费环境。

Abstract: With the rapid development of e-commerce, the phenomenon of addictive consumption has gradually come to the fore in this field. The purpose of this paper is to explore the phenomenon of addictive consumer spending in the context of e-commerce. Firstly, it analyzes the psychological mechanisms of addictive consumption, including dopamine-driven reward system, reinforcement, cognitive bias and social identity needs; then it analyzes the factors affecting addictive consumption, covering individual psychological characteristics, social culture and marketing strategies of e-commerce platforms; finally, it proposes corresponding intervention strategies from the perspective of individual self-management, family and social guidance, as well as e-commerce platforms’ responsibility to promote a healthy e-commerce consumption environment.