社交电商用户购买转化的影响因素研究

A Study on the Influencing Factors of User Purchase Conversion in Social E-Commerce

摘要: 随着社交电商的快速发展，用户购买转化已成为平台提升运营效率和实现商业价值的重要环节。本文基于社交电商用户购买行为数据，采用Logistic回归模型对用户购买转化影响因素进行分析。研究结果表明，用户等级、折扣率、是否关注作者以及是否领券对购买转化具有显著正向影响，商品价格和距离上次点击小时数对购买转化具有显著负向影响。说明社交电商用户购买行为并非仅由价格因素驱动，而是用户基础、平台关系、内容呈现和行为状态共同作用的结果。基于此，本文提出加强用户分层运营、优化价格激励机制、强化作者关系维护和提升关键时点营销响应能力等建议，以期为社交电商平台提升购买转化效率提供参考。

Abstract: With the rapid development of social e-commerce, user purchase conversion has become a crucial link for platforms to improve operational efficiency and realize commercial value. Based on user purchase behavior data from social e-commerce platforms, this paper employs a Logistic regression model to analyze the factors influencing user purchase conversion. The results show that user level, discount rate, following the author, and coupon receipt all have significant positive effects on purchase conversion, while product price and the time interval since the last click have significant negative effects. These findings indicate that user purchase behavior in social e-commerce is not driven solely by price factors, but is instead the result of the combined effects of user characteristics, platform relationships, content presentation, and behavioral status. Based on these results, this paper proposes several recommendations, including strengthening user segmentation and tiered operations, optimizing price incentive mechanisms, enhancing the maintenance of author-user relationships, and improving marketing responsiveness at critical time points, in order to provide references for social e-commerce platforms seeking to improve purchase conversion efficiency.