数字经济时代电商平台的营销范式变革：基于大数据推荐驱动的持续性消费研究

Marketing Paradigm Transformation of E-Commerce Platforms in the Digital Economy Era: A Study on Sustained Consumption Driven by Big Data Recommendation

摘要: 在数字经济背景下，电商平台营销正由流量导向与高曝光投放，逐步转向强调用户价值、信任关系与长期复购的经营逻辑。推荐系统在其中发挥关键作用，不仅影响商品与内容的可见性，也会塑造消费者的选择过程、互动方式与持续购买行为。基于规范分析与机制推演，本文梳理了推荐驱动营销变化并影响持续性消费的主要路径：个性化触达与场景化内容可降低决策成本并促进信任累积，从而提升复购与留存；但在目标偏置与约束不足时，也可能引发信息窄化、低质内容扩散、同质化竞争与诱导性消费，进而损害用户体验与平台生态。为提升可持续性，本文提出平台侧“规则–激励–评估”协同的治理思路，并从结果、过程与风险三个层面给出评估要点，以支持闭环改进。

Abstract: In the context of the digital economy, e-commerce platform marketing is shifting from a traffic-driven, high-exposure approach toward an operating logic that emphasizes user value, trust relationships, and long-term repurchasing. Recommendation systems play a key role in this transformation: they not only affect the visibility of products and content, but also shape consumers’ decision processes, interaction patterns, and sustained purchasing behaviors. Based on normative analysis and mechanism-based reasoning, this study summarizes the main pathways through which recommendation-driven marketing changes influence sustained consumption. Specifically, personalized targeting and scenario-based content can reduce decision-making costs and foster trust accumulation, thereby improving repurchase and retention; however, when objectives are biased and constraints are insufficient, the same mechanisms may also lead to information narrowing, the spread of low-quality content, homogenized competition, and induced consumption, ultimately harming user experience and the platform ecosystem. To enhance sustainability, this study proposes a platform-side governance approach that coordinates rules, incentives, and evaluation, and outlines evaluation priorities across outcome, process, and risk dimensions to support closed-loop improvement.