社交电商中的冲动型消费——基于奖励与奖励敏感性角度

Impulsive Consumption in Social E-Commerce—Based on Reward and Reward Sensitivity Perspectives

摘要: 社交电商是基于社交媒体和社会互动的一种电商模式，随着社交电商的快速崛起，消费者的购物方式和决策过程发生了显著变化，冲动型消费作为一种常见的消费行为，在这种新型购物环境中愈发显著。从奖励敏感性的角度，社交电商中的冲动型消费受到奖励机制等外部因素和消费者心理特点的内部因素驱动，并在生活中对消费者、商家和市场环境产生不同影响。虽然冲动型消费在短期内能够刺激社交电商的销售，但长期来看，它可能导致消费者的经济负担增加，甚至消耗其对平台的信任。因此，消费者和社交电商平台需谨慎应对这一现象。

Abstract: Social e-commerce is a business model based on social media and social interactions. With the rapid rise of social e-commerce, consumers’ shopping methods and decision-making processes have undergone significant changes. Impulsive consumption, as a common consumer behavior, has become increasingly prominent in this new shopping environment. From the perspective of reward sensitivity, impulsive consumption in social e-commerce is driven by external factors such as reward mechanisms and internal factors related to consumer psychology, impacting consumers, merchants, and the market environment in various ways. Although impulsive consumption can stimulate sales in social e-commerce in the short term, it may lead to increased economic burdens for consumers in the long run, potentially eroding their trust in the platform. Therefore, social e-commerce platforms need to respond to this phenomenon with caution.