社交电商界面视觉设计对消费者冲动消费的影响及认知防御路径研究

Study on the Impact of Social Commerce Interface Visual Design on Consumer Impulsive Consumption and Cognitive Defense Pathways

摘要: 随着社交电商的蓬勃兴起，界面视觉设计逐渐成为影响消费决策的重要变量。社交电商界面依托视觉诱导策略塑造用户认知偏差，对用户的冲动消费造成了显著的影响。本文系统解析了视觉设计策略与认知偏差的作用机制，揭示其诱导用户非理性决策的内在逻辑，创新性地提出以消费者认知觉醒为核心的抵御路径，旨在通过提升消费者视觉信息素养，帮助其识别并破解设计中的隐性操纵。该研究为化解诱导型设计困局提供认知干预范式，助力构建可持续数字消费生态。

Abstract: With the rapid rise of social commerce, interface visual design has increasingly become a critical variable influencing consumer decision-making. By leveraging visual inducement strategies, social commerce interfaces shape users’ cognitive biases and exert a significant impact on impulsive consumption behaviors. This study systematically analyzes the mechanism through which visual design strategies interact with cognitive biases, uncovering the inherent logic behind how such designs induce irrational decision-making. It innovatively proposes a defense pathway centered on consumer cognitive awakening, aiming to enhance consumers’ visual information literacy and empower them to identify and counteract implicit manipulative designs. The research offers a cognitive intervention paradigm to address the challenges posed by persuasive design, thereby contributing to the construction of a sustainable digital consumption ecosystem.