社交电商用户心理机制与购买行为研究

A Study on the Psychological Mechanisms and Purchasing Behavior of Social E-Commerce Users

摘要: 本文基于使用与满足理论与信任转移理论，探讨社交电商平台中用户参与动机通过心理机制影响购买行为的过程。研究发现，用户通过社交互动满足信息、娱乐、社交与利益需求，在此过程中建立的平台信任与情感连接最终促成消费决策。社交电商平台通过内容生态、互动机制与信任保障构建商业转化路径，实现了从社交价值到商业价值的转变。研究为理解社交电商的本质提供了理论视角，并为平台优化用户体验提供了实践启示。本文通过深入分析社交电商用户的心理动机和行为模式，揭示了社交性与商业性融合的内在机制，为平台运营和商家营销提供了理论依据和实践指导。

Abstract: Based on the Uses and Gratifications Theory and the Trust Transfer Theory, this paper explores how users’ participation motivations influence purchasing behavior through psychological mechanisms in social e-commerce platforms. The study finds that users fulfill their information, entertainment, social, and interest needs through social interactions. The platform trust and emotional connections established during this process ultimately facilitate consumption decisions. Social e-commerce platforms construct commercial conversion paths through content ecosystems, interaction mechanisms, and trust safeguards, realizing the transformation from social value to commercial value. This research provides a theoretical perspective for understanding the nature of social e-commerce and offers practical insights for platforms to optimize user experience. By conducting an in-depth analysis of users’ psychological motivations and behavioral patterns in social e-commerce, this study reveals the internal mechanisms of the integration between sociality and commerciality, offering theoretical foundations and practical guidance for platform operations and merchant marketing.