数智化背景下青年群体电商消费行为的影响因素识别与协同引导策略研究

Research on the Identification of Influencing Factors and Collaborative Guidance Strategies of E-Commerce Consumption Behaviors of Youth Groups under the Background of Digitalization and Intelligence

摘要: 为引导青年群体电商消费行为，改善电商平台消费运营环境，完善国家电商平台监管制度体系，文章对青年群体电商消费行为的影响因素进行研究，分别提出青年群体、电商平台和国家监管相关建议。通过查阅国内相关期刊文献并进行专家小组讨论，确定影响青年群体电商消费行为的15项要素，并运用解释结构模型(ISM)对影响因素间的复杂逻辑关系进行层级划分，从而构建5层递阶结构模型，最后对其结构进行分析。结果表明：算法推荐与信息茧房、平台监管缺陷与审核宽松位于递阶结构最底层，是驱动青年电商消费行为失范的本质根源；即时满足与碎片消费需求、青年消费伦理失范位于最顶层，是直接表征因素。基于此，研究从国家监管、平台治理与青年教育三个层面提出协同引导策略，为数智化电商生态的理性消费治理提供决策依据。

Abstract: To guide the e-commerce consumption behavior of the youth group, improve the consumption operation environment of e-commerce platforms, and perfect the national e-commerce platform supervision system, this paper studies the influencing factors of the e-commerce consumption behavior of the youth group and puts forward relevant suggestions for the youth group, e-commerce platforms, and national supervision, respectively. By consulting relevant domestic journal literature and conducting expert group discussions, 15 elements influencing the e-commerce consumption behavior of the youth group were determined. The interpretative structural modeling (ISM) was used to hierarchically divide the complex logical relationships among the influencing factors, thereby constructing a 5-level hierarchical structure model and analyzing its structure. The results show that algorithmic recommendation and information cocoon, as well as platform regulatory deficiencies and lenient review, are located at the bottom of the hierarchical structure and are the essential roots driving the deviant consumption behavior of young people in e-commerce. Instant gratification and fragmented consumption demands, as well as the misconduct of youth consumption ethics, are at the top level and are the direct representative factors. Based on this, this paper proposes a collaborative guidance strategy at three levels: national supervision, platform governance, and youth education, providing a decision-making basis for the rational consumption governance of the digital and intelligent e-commerce ecosystem.