“她经济”背景下女性在电商平台的消费行为研究

Study on Women’s Consumption Behavior on E-Commerce Platforms in the Context of “Her Economy”

摘要: 近年来，时代变迁促使购物方式多样化，电商平台深度融入民众生活，尤受女性青睐。在“她经济”浪潮中，女性成为电商购物的主力，其消费规模持续增长。女性消费行为受经济条件等多元因素影响，展现出独特偏好。本文聚焦于“她经济”视域下女性在电商平台上的消费习惯与特点，深入剖析其背后的驱动因素。

Abstract: In recent years, changing times have led to the diversification of shopping methods, and e-commerce platforms have been deeply integrated into people’s lives, especially favored by women. In the wave of “her economy”, women have become the main force of e-commerce shopping, and their consumption scale continues to grow. Women’s consumption behavior is influenced by a variety of factors, including economic conditions, and shows unique preferences. This article focuses on women’s consumption habits and characteristics on e-commerce platforms in the context of “her economy” and analyzes the driving factors behind them.