数字支付对电子商务消费者购买决策的多维度影响探究

An Exploratory Study on the Multidimensional Impacts of Digital Payments on E-Commerce Consumers’ Purchase Decisions

摘要: 随着数字技术的快速发展，数字支付已成为电子商务交易的核心环节，深刻影响着消费者的购买决策过程。本文从决策门槛、决策转化、决策路径、消费场景和消费心理五个维度，系统分析数字支付对电子商务消费者购买决策的具体影响，结合实际交易数据与消费行为特征，梳理当前数字支付在影响消费者决策过程中存在的安全风险、数字鸿沟、非理性消费等问题，并针对性提出技术优化、服务升级、政策引导等对策，旨在为电子商务平台与数字支付机构提升服务质量、优化消费者决策体验提供参考，推动数字支付与电子商务的深度融合发展。

Abstract: With the rapid development of digital technology, digital payment has become the core link of e-commerce transactions, profoundly affecting consumers’ purchasing decision-making process. This article systematically analyzes the specific impact of digital payments on the purchasing decisions of e-commerce consumers from five dimensions: decision threshold, decision transformation, decision path, consumption scenario, and consumption psychology. Combining actual transaction data and consumption behavior characteristics, it sorts out the security risks, digital divide, irrational consumption and other issues that currently exist in the impact of digital payments on consumer decision-making processes, and proposes targeted measures such as technology optimization, service upgrading, and policy guidance. The aim is to provide reference for e-commerce platforms and digital payment institutions to improve service quality, optimize consumer decision-making experience, and promote the deep integration and development of digital payments and e-commerce.