电商造节的消费倦怠：“双十一”促销疲劳感的形成机理与影响效应

Consumer Burnout in E-Commerce Festival Creation: The Formation Mechanism and Influence Effects of “Double Eleven” Promotion Fatigue

摘要: 以“双十一”为代表的电商造节已成为数字经济领域的标志性商业现象，而促销疲劳感引发的消费倦怠正逐渐侵蚀其可持续发展基础。立足消费社会理论视角，剖析促销疲劳感的生成逻辑与多维影响可见：认知超载、情感耗竭与体验落差的耦合作用，构成疲劳感的核心形成机理——复杂规则消耗决策资源，无差别营销引发心理抗拒，虚假优惠透支消费信任。这种倦怠不仅会触发消费者信息回避、购买延迟等短期行为调整，更会长期削弱品牌忠诚度与活动参与意愿，同时导致电商平台营销效率递减、行业陷入价格战内卷。唯有推动电商造节从符号狂欢向价值共创转型，重构商业与消费的平衡关系，方能缓解消费倦怠，为数字经济时代消费生态优化提供有益参照。

Abstract: E-commerce festival creation represented by “Double Eleven” has become a landmark commercial phenomenon in the digital economy, while consumer burnout caused by promotion fatigue is gradually eroding its foundation for sustainable development. From the perspective of consumer society theory, an analysis of the generation logic and multi-dimensional impacts of promotion fatigue reveals that the coupled effect of cognitive overload, emotional exhaustion, and experience gap constitutes the core formation mechanism of fatigue—complex rules consume decision-making resources, undifferentiated marketing triggers psychological resistance, and false discounts undermine consumer trust. This kind of burnout not only triggers short-term behavioral adjustments such as information avoidance and purchase delay among consumers but also long-term weakens brand loyalty and willingness to participate in activities. Meanwhile, it leads to diminishing marketing efficiency of e-commerce platforms and the industry being trapped in price war involution. Only by promoting the transformation of e-commerce festival creation from symbolic carnival to value co-creation and reconstructing the balanced relationship between business and consumption can consumer burnout be alleviated, providing useful reference for the optimization of the consumption ecosystem in the digital economy era.