低空经济消费场景与青年采纳意愿研究——基于电商与新零售融合视角

Research on Consumption Scenarios of Low-Altitude Economy and Youth Adoption Intention—From the Perspective of E-Commerce and New Retail Integration

摘要: 文章以在校大学生(青年群体)为研究对象，聚焦低空经济新兴电商消费场景，基于扩展的技术接受模型，对在校大学生开展问卷调查，实证分析青年群体对低空经济电商服务的消费采纳意愿及影响因素。研究发现，感知娱乐性与感知有用性是驱动青年尝试低空电商消费服务的核心因素；青年能够感知到潜在风险，但在决策中进行隐性成本收益分析，认为娱乐价值与实用价值显著高于风险，进而形成更强的消费尝试意愿。研究构建了低空经济电商消费场景图谱，分析了城市空中交通、无人机物流配送、低空观光游览及无人机表演四类场景在电商消费吸引力与技术成熟度上的差异，并从新零售电商运营、低空电商化推广、青年电商消费引导等角度提出对应策略，为低空经济与电子商务融合发展、青年电商消费市场精准布局提供实证依据与参考。

Abstract: This paper takes college students (the youth group) as the research object, focuses on the emerging e-commerce consumption scenarios of the low-altitude economy, and conducts a questionnaire survey among college students based on the extended Technology Acceptance Model (TAM). It empirically analyzes the consumption adoption intention and influencing factors of the youth group toward low-altitude economic e-commerce services. The research finds that perceived entertainment and perceived usefulness are the core factors driving young people to try low-altitude e-commerce consumption services. Young people are aware of potential risks but conduct implicit cost-benefit analysis in decision-making, believing that entertainment value and practical value significantly outweigh risks, thus forming a stronger willingness to consume and try. This paper constructs a scenario map of low-altitude economic e-commerce consumption, analyzes the differences in e-commerce consumption attractiveness and technological maturity among four scenarios: urban air transportation, UAV logistics distribution, low-altitude sightseeing and tours, and UAV performances. Corresponding strategies are proposed from the perspectives of new retail e-commerce operation, low-altitude economic e-commerce promotion, and youth e-commerce consumption guidance, providing an empirical basis and reference for the integrated development of the low-altitude economy and e-commerce, as well as the precise layout of the youth e-commerce consumption market.