电商营销环境下个体消费欲望的生成机制研究

Research on the Formation Mechanism of Individual Consumption Desire in an E-Commerce Marketing Environment

摘要: 随着电子商务的快速发展，电商营销环境对消费者行为的影响日益显著。本文以电商营销策略为切入点，系统分析个体消费欲望的生成机制。研究发现，个性化推荐、促销活动、社交互动及直播营销等策略，通过信息呈现、情绪驱动、社会认同及算法强化等心理机制，显著影响消费者的欲望生成，并进一步作用于消费决策过程。在这一过程中，消费者的自主选择权和理性决策能力可能受到限制，冲动消费行为增加，同时对个体生命价值感与幸福感产生潜在影响。基于此，本文提出增强决策透明度、优化推荐算法、提升消费者自主选择权等策略，以平衡电商平台商业效益与个体价值实现。

Abstract: With the rapid development of e-commerce, the influence of the e-commerce marketing environment on consumer behavior has become increasingly significant. Taking e-commerce marketing strategies as the analytical entry point, this study systematically examines the formation mechanism of individual consumption desire. The results indicate that strategies such as personalized recommendations, promotional activities, social interactions, and live-streaming marketing significantly influence the generation of consumers’ desires through multiple psychological mechanisms, including information presentation, emotional stimulation, social identification, and algorithmic reinforcement, thereby further shaping the consumer decision-making process. During this process, consumers’ autonomy and rational decision-making capacity may be constrained to a certain extent, leading to an increase in impulsive consumption behaviors and potential impacts on individuals’ sense of life value and subjective well-being. Based on these findings, this study proposes several policy implications, including enhancing decision-making transparency, optimizing recommendation algorithms, and strengthening consumers’ autonomy in choice, in order to balance the commercial benefits of e-commerce platforms with the realization of individual value.