从理性到冲动：电商平台的“设计架构”与消费决策的异化

From Rationality to Impulsiveness: The “Design Architecture” of E-Commerce Platforms and the Alienation of Consumer Decision-Making

摘要: 本文旨在探讨电商平台如何通过其固有的“设计架构”——包括界面设计、算法系统与情境营造——系统性地引导和塑造消费者的决策环境。论文核心论点为，此种架构并非中性，它通过利用人性的认知捷径与情感弱点，促使消费行为从一种基于需求与比较的理性过程，异化为一种被环境深刻影响的、非反思性的冲动反应。本文将从技术哲学与消费批判理论的角度，分析这一异化过程的发生机制，并最终对平台伦理与消费者自主性的重建路径进行理论反思。

Abstract: This paper investigates how e-commerce platforms systematically shape consumer decision-making environments through their inherent “design architecture”—encompassing interface design, algorithmic systems, and situational framing. The central thesis posits that this architecture is inherently non-neutral, exploiting human cognitive shortcuts and emotional vulnerabilities to transform consumption behavior from a rational process of need-based comparison into a reflexive, environment-dependent impulse. Analyzing this alienation mechanism through the lenses of technological philosophy and consumer critique theory, the study ultimately proposes theoretical reflections on reconstructing platform ethics and consumer autonomy.