生命史策略对电商营销的启发：基于进化心理学的视角
The Inspiration of Life History Strategy for E-Commerce Marketing: An Evolutionary Psychology Perspective
摘要: 在当今数字化浪潮席卷全球的背景下，电子商务已成为消费者日常生活的重要组成部分。随着市场竞争的日益激烈，电商平台与企业不断探索更有效的营销策略，以吸引并留住消费者。然而，消费者的决策行为并非完全理性，其背后往往受到深层次心理机制的驱动。进化心理学视角下的生命史理论为我们理解消费者的行为差异提供了一个有力的理论框架。本文系统探讨了生命史策略的概念内涵、其对消费行为的影响机制，并深入分析其对电商营销策略的多维度启示，以期为电子商务环境下的精准营销提供理论支持与实践指导。
Abstract: In the context of the global digital wave, e-commerce has become an integral part of consumers’ daily lives. With increasingly fierce market competition, e-commerce platforms and enterprises are continuously exploring more effective marketing strategies to attract and retain consumers. However, consumer decision-making is not entirely rational and is often driven by deep-seated psychological mechanisms. The life history theory from the perspective of evolutionary psychology provides a robust theoretical framework for understanding differences in consumer behavior. This paper systematically explores the conceptual connotation of life history strategies, their mechanisms of influence on consumer behavior, and provides an in-depth analysis of their multidimensional implications for e-commerce marketing strategies, aiming to offer theoretical support and practical guidance for precision marketing in the e-commerce environment.
文章引用：洪芳, 赵凌霄. 生命史策略对电商营销的启发：基于进化心理学的视角[J]. 电子商务评论, 2025, 14(12): 5662-5667. https://doi.org/10.12677/ecl.2025.14124536

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