心理学视角下移动电商商业模式创新研究——兼论老年人情绪调节的数字化干预路径

Study on the Innovation of Mobile E-Commerce Business Models from a Psychological Perspective—Also on the Digital Intervention Path for the Emotional Regulation of the Elderly

摘要: 随着数字化技术与移动互联网的普及，移动电子商务已深度融入日常生活，其商业模式在技术驱动下持续创新。本文结合心理学理论，首先梳理国内外移动电商商业模式研究现状，指出现有研究对“用户心理机制”关注的不足，尤其忽视了老年群体这一特殊用户的情绪调节与数字化适应需求；其次采用案例分析法，从用户需求动机、认知体验、社会认同等心理学视角，剖析美团网与微信两大平台商业模式的创新逻辑，并聚焦老年用户群体，探讨其在使用过程中的情绪特点及数字化干预空间；最后针对商业模式现存的安全信任、用户留存等问题，结合心理学原理及老年人情绪调节数字化干预手段提出优化策略，为移动电商商业模式创新及老年用户市场拓展提供理论参考。

Abstract: With the popularization of digital technologies and mobile Internet, mobile e-commerce has been deeply integrated into daily life, and its business models continue to innovate driven by technology. Combining psychological theories, this paper first sorts out the research status of mobile e-commerce business models at home and abroad, and points out the lack of attention to the “user psychological mechanism” in existing studies, especially the neglect of the emotional regulation and digital adaptation needs of the elderly, a special user group. Secondly, using the case study method, it analyzes the innovative logic of the business models of Meituan and WeChat from psychological perspectives such as user demand motivation, cognitive experience, and social identity. It also focuses on the elderly user group to explore their emotional characteristics during use and the space for digital intervention. Finally, aiming at the existing problems in business models such as security trust and user retention, it proposes optimization strategies combining psychological principles and digital intervention methods for the elderly’s emotional regulation, providing theoretical references for the innovation of mobile e-commerce business models and the expansion of the elderly user market.