基于信息回避理论的电商精准营销失效机制与启示

A Study on the Failure Mechanism and Implications of E-Commerce Precision Marketing Based on Information Avoidance Theory

摘要: 本文聚焦于当前电子商务领域中“技术越精准、用户越回避”的核心矛盾，旨在揭示技术效率追求与用户心理边界之间的内在张力。为探究其根源，本研究以信息回避理论为基础，构建了覆盖购买前、购买后及跨平台场景的“精准营销三阶段链路”分析框架，剖析了由信息过载、认知失调与隐私担忧等引发的回避机制。据此，本研究提出了“战略理念–策略体验–技术伦理”的三维系统性解决方案。该框架旨在摒弃单一的技术精准思维，通过重塑用户信任与控制权，实现商业效率与用户信任的和谐共生，为数字营销的可持续发展提供参考。

Abstract: This study focuses on the core contradiction in contemporary e-commerce—“the more precise the marketing, the more users avoid it”—aiming to reveal the inherent tension between the pursuit of technical efficiency and users’ psychological boundaries. To investigate its roots, this research, grounded in Information Avoidance Theory, constructs a “three-stage link” analytical framework covering pre-purchase, post-purchase, and cross-platform scenarios, and analyzes the avoidance mechanisms triggered by information overload, cognitive dissonance, and privacy concerns. Based on this analysis, the study proposes a “Strategic Philosophy-Tactical Experience-Technical Ethics” three-dimensional systematic solution framework. This framework aims to abandon the singular focus on technical precision, and instead rebuild user trust and control, thereby achieving a harmonious co-existence of commercial efficiency and user trust, providing a reference for the sustainable development of digital marketing.