人工智能与元宇宙对电商消费者行为影响分析

Impact Analysis of Artificial Intelligence and the Metaverse on E-Commerce Consumer Behavior

摘要: 人工智能与元宇宙技术的融合在重塑电子商务生态的同时，也为消费者行为带来了显著的双重影响：在提升体验与效率之际，也引发了决策依赖与数据隐私、社交认同与消费分化、虚实融合与虚拟资产权属困境等新型挑战。为系统应对上述问题，保障消费者权益，本文提出应从技术、行为与制度三个维度构建精准治理体系：通过建立算法选择机制与强化隐私保护以维护消费者自主权并降低其数据风险，引入虚拟消费冷静期与包容性设计以抑制消费者冲动消费并弥合消费分化，并推动虚拟资产法律确权与链上存证以保障消费者财产权益并化解权属争议，最终旨在构建一个健康、包容、可持续的电商生态。

Abstract: The integration of artificial intelligence and metaverse technologies, while reshaping the e-commerce ecosystem, has also brought about significant dual impacts on consumer behavior: while enhancing experience and efficiency, it has also introduced new challenges such as decision-making dependence and data privacy concerns, social identity and consumption differentiation, as well as the integration of virtual and real worlds and the dilemma of virtual asset ownership. To systematically address these issues and protect consumer rights, this paper proposes the establishment of a precision governance system from three dimensions: technology, behavior, and institutions. This includes maintaining consumer autonomy and reducing data risks through the establishment of algorithm selection mechanisms and strengthened privacy protection; curbing impulsive consumption and bridging consumption divides by introducing virtual consumption cooling-off periods and inclusive design; and safeguarding consumer property rights and resolving ownership disputes by promoting the legal recognition of virtual assets and on-chain preservation of evidence. The ultimate goal is to build a healthy, inclusive, and sustainable e-commerce ecosystem.