AI环境下大学生数字鸿沟对电商参与行为的影响研究

Research on the Influence of College Students’ Digital Divide on E-Commerce Participation Behavior in AI Environment

摘要: AI技术的迅速发展重塑了电子商务生态，同时加剧大学生群体内部数字不平等，进一步加重数字鸿沟现象。本研究通过问卷调查和SmartPLS软件分析AI环境下大学生数字鸿沟的影响因素，探究数字鸿沟的发展变化对其电商参与行为的影响作用，发现大学生群体的信息意识会正向影响其数字技能和信息伦理，数字技能水平越高越会正向促进数字鸿沟弥合，其数字鸿沟的弥合程度会直接影响大学生群体电商参与行为积极性。同时针对发现的问题提出解决措施，以弥合大学生的数字鸿沟，充分调动其电商参与行为的积极性。

Abstract: The rapid development of AI technology reshapes the ecology of e-commerce, and at the same time intensifies the digital inequality within the group of college students, further aggravating the digital divide. This study analyzes the influencing factors of digital divide among college students in AI environment through questionnaire survey and SmartPLS software, and explores the influence of the development and change of digital divide on their e-commerce participation behavior. It is found that the information awareness of college students will positively affect their digital skills and information ethics, and the higher the level of digital skills, the more positive it will be to bridge the digital divide, and the degree of bridging the digital divide will directly affect their enthusiasm for e-commerce participation behavior. At the same time, it puts forward solutions to the problems found, so as to bridge the digital divide of college students and fully mobilize their enthusiasm for e-commerce participation.