“兴趣电商”模式下的消费者决策路径与经济影响研究

A Study on Consumer Decision-Making Path and Economic Impact under the “Interest-Based E-Commerce” Model

摘要: 基于算法推荐和内容营销的“兴趣电商”迅速崛起，成为推动我国电商经济增长的新引擎。与传统搜索式电商不同，兴趣电商以“内容种草–情感共鸣–即时转化”为核心逻辑，重构了消费者的决策路径与消费心理机制。从消费者行为经济学视角出发，兴趣电商模式下的消费决策路径发生变化。研究发现，兴趣电商通过算法推荐实现了信息精准匹配和需求唤醒，增强了消费黏性和冲动性购买倾向，但同时也带来了消费非理性化、数据垄断与法律监管滞后等问题。因此在分析其经济影响的基础上，提出建立“算法透明 + 消费者权益保护”双轨制的政策建议，以促进兴趣电商的可持续与规范化发展。

Abstract: Driven by algorithmic recommendation and content-based marketing, interest-based e-commerce has rapidly emerged as a new engine for the growth of China’s digital economy. Unlike traditional search-oriented e-commerce, interest-based e-commerce operates under a core logic of “content seeding-emotional resonance-instant conversion”, thereby reconstructing consumers’ decision-making paths and psychological mechanisms. From the perspective of consumers’ behavioral economics, this model reshapes the process of consumer decision-making. The study finds that interest-based e-commerce achieves precise information matching and demand stimulation through algorithmic recommendation, which enhances consumer engagement and impulsive purchasing tendencies. However, it also leads to challenges such as irrational consumption, data monopolization, and lagging legal regulation. Therefore, based on an analysis of its economic impact, this paper proposes a dual-track policy framework of “algorithmic transparency and consumer rights protection” to promote the sustainable and standardized development of interest-based e-commerce.