电商环境下大学生商品信息囤积行为影响因素研究

Influencing Factors of College Students’ Hoarding Behavior of Commodity Information in the E-Commerce Environment

摘要: 探讨大学生商品信息囤积行为的影响因素及形成机制，构建消费者个体认知因素(商品信息价值评估、商品信息获取成本、商品信息复杂性感知)与环境因素(社交营销影响、平台存储资源支持、技术营销工具)的理论模型，揭示错失焦虑和消费期许的双路径驱动作用。采用问卷调查法收集308份有效样本，运用SPSS和AMOS软件并借助结构方程模型进行实证分析，检验消费者个体认知因素、环境因素与商品信息囤积行为的关系，并验证错失焦虑和消费期许的中间作用。商品信息价值评估、商品信息获取成本以及平台存储资源支持对消费期许有着正向影响，商品信息复杂性感知和技术营销工具会增加错失焦虑，错失焦虑和消费期许都对商品信息囤积行为起到推动作用，其中错失焦虑的影响更为强烈，揭示出电商环境下行为动机的复杂性。

Abstract: To explore the influencing factors and formation mechanism of commodity information hoarding behavior among college students, this study constructs a theoretical model integrating individual consumer cognitive factors (commodity information value assessment, commodity information obtain cost, commodity information complexity perception) and environmental factors (social media marketing influence, platform storage resource support, technical marketing tools). It reveals the dual-path driving role of fear of missing out (FOMO) and expectations of consumption. This study uses a questionnaire survey to collect 308 valid samples, and employs SPSS and AMOS software to conduct empirical analysis through structural equation modeling. It examines the relationship between individual consumer cognitive factors, environmental factors, and digital hoarding behavior, and verifies the mediating roles of FOMO and expectations of consumption. The results show that commodity information value assessment, commodity information obtain cost, and platform storage resource support have a positive impact on expectations of consumption, while commodity information complexity perception and technical marketing tools increase the fear of missing out (FOMO). Both FOMO and expectations of consumption promote commodity information hoarding behavior, with FOMO having a stronger influence, revealing the complexity of behavioral motivation in e-commerce environments.