电商服务领域社会比较倾向对消费者独特性需求的影响研究
A Study on the Influence of Social Comparison Orientation on Consumers’ Need for Uniqueness in the Context of E-Commerce Services
DOI: 10.12677/ecl.2026.156610, PDF,   
作者: 王 路, 蒋秀楠：浙江理工大学科技与艺术学院经济与管理学院(创业学院)，浙江 绍兴
关键词: 社会比较倾向；独特性需求；网络消费者；电商服务；Social Comparison Orientation； Need for Uniqueness； Online Consumers； E-Commerce Services
摘要: 随着我国全面进入数字化时代，越来越多的消费者成为网络消费者，其对电子商务过程中的优质服务的需求也日渐强烈，对服务的需求差异显著且个性鲜明，传统模式下同质化、标准化的服务供给模式，已然难以契合当下的现实发展诉求。基于此，本文以社会比较理论和消费者独特性需求理论为基础，构建电商服务中社会比较倾向对独特性需求的影响模型，并通过分析发现，网络消费者的社会比较能力倾向和社会比较观点倾向对独特性需求的创新性选择、非流行性选择、相似性规避选择均存在正向影响。
Abstract: As China fully enters the digital era, a growing number of consumers have become online consumers, with an increasingly strong demand for high-quality services in e-commerce. Their service needs are markedly diverse and distinctly personalized, making the traditional homogeneous and standardized service supply model increasingly inadequate for meeting current practical demands. Based on this, this paper constructs a model of the influence of social comparison orientation on the need for uniqueness in e-commerce services, drawing on social comparison theory and consumer need for uniqueness theory. Through analysis, it is found that both social comparison ability orientation and social comparison opinion orientation among online consumers positively influence the innovative choice, nonconformity choice, and avoidance of similarity choice dimensions of the need for uniqueness.
文章引用：王路, 蒋秀楠. 电商服务领域社会比较倾向对消费者独特性需求的影响研究[J]. 电子商务评论, 2026, 15(6): 80-89. https://doi.org/10.12677/ecl.2026.156610

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