电商大促期间用户冲动购买行为的理论解释——基于前景理论的视角

Theoretical Explanation of Users’ Impulse Buying Behavior during E-Commerce Promotion—Based on the Perspective of Prospect Theory

摘要: 本论文基于前景理论，深入探讨电商大促期间满减、限时优惠等营销策略如何利用用户心理偏差促进消费。通过对前景理论中参照点依赖、损失厌恶、概率加权等核心概念的剖析，系统阐述电商大促策略与用户心理机制的内在联系，揭示用户在大促环境下产生冲动购买行为的理论逻辑，旨在为电商企业优化营销策略提供理论依据，同时也为消费者行为研究领域补充新的视角与分析框架。

Abstract: Based on the prospect theory, this paper deeply explores how marketing strategies such as full reduction and limited-time discount during e-commerce promotion can use user psychological bias to promote consumption. Through the analysis of the core concepts of reference point dependence, loss aversion, probability weighting and other core concepts in prospect theory, this paper systematically expounds the internal relationship between e-commerce promotion strategy and user psychological mechanism, and reveals the theoretical logic of users’ impulse purchase behavior in the context of big promotion, aiming to provide a theoretical basis for e-commerce enterprises to optimize their marketing strategies, and also supplement new perspectives and analytical frameworks for the research field of consumer behavior.