电商平台情境下补偿性消费的形成逻辑、风险表现与治理路径研究

Research on Formation Logic, Risk Manifestations, and Governance Pathways of Compensatory Consumption in the Context of E-Commerce Platforms

摘要: 电商平台已演变为集内容传播、情绪激发与交易转化于一体的复合型消费场域。在算法推荐、直播互动、限时促销和移动支付等机制作用下，消费者更容易在焦虑、压力、孤独等负性情绪影响下产生补偿性消费行为。与传统消费行为相比，电商平台情境下的补偿性消费呈现出触发即时化、决策压缩化、价值符号化和反馈前移化等特征。本文结合电商平台运行特征，分析其形成逻辑，并讨论风险表现，进而提出治理路径。研究认为，电商平台并非补偿性消费的中性发生场景，而是通过刺激可见性增强、压缩决策时间、放大商品意义和前移反馈节点，系统性提高了补偿性消费的发生概率；同时，支付完成所带来的即时心理确认，虽然能够短暂缓解情绪不适，却未必能够修复深层心理缺口，从而可能推动消费者进入“补偿–失效–再补偿”的行为链条。应在维护平台效率和消费活力的同时，更加重视消费者权益保护、心理健康支持与数字消费生态治理。

Abstract: E-commerce platforms have developed into integrated consumption ecosystems that bring together content distribution, emotional evocation, and transaction realization. Under the impetus of core operational mechanisms including algorithmic recommendation, live-streaming interaction, time-bound promotional campaigns, and mobile payment services, consumers are more prone to engaging in compensatory consumption when affected by negative affective states like anxiety, perceived stress, and loneliness. In contrast to conventional consumption behaviors, compensatory consumption within the e-commerce scenario presents four distinct traits: instantaneity of trigger, compressed decision-making cycle, symbolic orientation of value judgment, and pre-shifted feedback mechanism. Grounded in the operational characteristics of e-commerce platforms, this study deconstructs the formation logic of compensatory consumption, elaborates on its potential risk manifestations, and puts forward targeted governance pathways. The findings of this study indicate that e-commerce platforms are not neutral venues for compensatory consumption. Instead, they systematically elevate the occurrence probability of such consumption behaviors through four channels: improving the visibility of consumption stimuli, shortening the decision-making window, amplifying the symbolic meaning of commodities, and advancing the feedback nodes. Furthermore, the instant psychological affirmation generated upon payment completion can only temporarily relieve emotional distress, yet fails to fundamentally repair deep-seated psychological deficits, which may trap consumers in a repetitive behavioral cycle of “compensation-failure-recompensation”. Accordingly, it is essential to attach more importance to the protection of consumer rights and interests, targeted mental health support for consumers, and the systematic governance of the digital consumption ecosystem, on the premise of preserving the operational efficiency of platforms and the sustainable vitality of the consumption market.