社交电商模式对消费决策的影响分析

Analysis of the Impact of Social E-Commerce Models on Consumer Decisions

摘要: 社交电商模式将社交关系引入消费决策过程，形成了区别于传统电商的独特影响机制。社交关系、情境和价值的深度嵌入改变了消费决策的结构基础，使个体决策转向社会化决策。社交信息传播重构了消费者的认知框架，社交评价机制重塑了产品价值感知，社交反馈强化了决策执行的信心。在行为层面，社交激励直接驱动购买行为，社交约束规范消费选择，社交传播促进消费的持续性。这种多层次影响在不同产品类别、消费群体和平台环境中表现出明显差异，反映了社交电商模式对消费决策影响的复杂性和情境依赖性，为理解新商业模式下的消费行为提供了重要视角。

Abstract: The social e-commerce model introduces social relationships into the consumer decision-making process, forming a unique influence mechanism that differs from traditional e-commerce. The deep embedding of social relationships, contexts, and values has changed the structural basis of consumer decision-making, shifting individual decision-making towards socialized decision-making. Social information dissemination reconstructs consumers’ cognitive framework, social evaluation mechanisms reshape product value perception, and social feedback strengthens confidence in decision execution. At the behavioral level, social incentives directly drive purchasing behavior, social constraints regulate consumer choices, and social communication promotes the sustainability of consumption. This multi-level influence shows significant differences in different product categories, consumer groups, and platform environments, reflecting the complexity and situational dependence of the impact of social e-commerce models on consumer decisions, and providing an important perspective for understanding consumer behavior under new business models.