基于元宇宙与数字孪生的虚实消费融合研究

Research on Phygital Consumption Integration Based on Metaverse and Digital Twins

摘要: 在元宇宙、数字孪生与人工智能等颠覆性技术驱动下，虚实融合消费场景(Phygital Consumption)正深刻重塑全球零售生态。本文系统梳理其理论基础、技术路径与治理挑战，创新性提出“感官–社交–价值”三维分析框架，揭示其对消费者决策、供应链管理及商业模式的深层次影响。研究指出，虚实融合可以有效弥合传统电商的“体验赤字”，催生数字资产交易、社交化购物等新业态，拓展商业价值边界。但同时也面临技术成本、隐私伦理和虚实价值平衡等挑战。基于此，本文前瞻性提出未来五大研究方向——深化技术融合、优化体验设计、构建治理框架、评估可持续性及整合跨学科理论，旨在为学界与业界提供兼具前瞻性与实践性的指引。

Abstract: Driven by disruptive technologies such as the metaverse, digital twins, and artificial intelligence, phygital consumption is profoundly reshaping the global retail ecosystem. This paper systematically reviews its theoretical foundations, technological pathways, and governance challenges, proposing an innovative “sensory-social-value” tri-dimensional analytical framework to reveal its deep-level impacts on consumer decision-making, supply chain management, and business models. The study demonstrates that phygital integration effectively bridges the “experience deficit” of traditional e-commerce, catalyzes new business forms (e.g., digital asset trading and social shopping), and expands commercial value boundaries. However, it concurrently faces challenges including technological costs, privacy ethics, and balancing virtual and tangible value. Accordingly, this work prospectively identifies five future research directions: deepening technology integration, optimizing experiential design, establishing governance frameworks, assessing sustainability, and integrating cross-disciplinary theories—providing forward-looking and practical guidance for academia and industry.