%0 Journal Article
%T 电子商务中消费者决策行为的多因素影响机制研究<br>Research on the Multi-Factor Influencing Mechanism of Consumer Decision-Making Behavior in E-Commerce
%A 魏润
%J E-Commerce Letters
%P 2040-2050
%@ 2168-5851
%D 2025
%I Hans Publishing
%R 10.12677/ecl.2025.1451492
%X 在数字化浪潮中&#65292;电子商务深刻改变全球经济格局与消费者行为。本研究综合运用文献研究、理论分析和实证研究方法&#65292;剖析电商环境下消费者决策过程及影响因素。研究发现&#65292;电商发展使消费者行为模式显著变化&#65292;传统决策模型存在局限。影响消费者行为的因素涵盖个体、心理、社交、平台等多个层面。通过对18~60岁且过去一年至少有3次线上购物经历的消费者进行实证分析(样本经分层抽样获取&#65292;包含不同地域、消费层次和电商模式偏好群体)&#65292;验证了信息搜寻行为、平台信任感、风险感知、社交影响等因素对购买决策有显著影响。电商平台的用户体验、个性化推荐和信任安全措施与消费者行为紧密相关。研究发现&#65292;未来人工智能和大数据将优化购物体验&#65292;跨境电商机遇与挑战并存&#65307;可持续性与伦理消费会逐渐兴起。<br>In the wave of digitization, e-commerce profoundly changes the global economic landscape and consumer behavior. This study comprehensively applies literature research, theoretical analysis, and empirical research methods to analyze the consumer decision-making process and influencing factors in the e-commerce environment. Research has found that the development of e-commerce has significantly changed consumer behavior patterns, and traditional decision-making models have limitations. The factors that affect consumer behavior include multiple levels such as individual, psychological, social, and platform. Through empirical analysis of consumers aged 18~60 who have had at least 3 online shopping experiences in the past year (sample obtained through stratified sampling, including different regions, consumption levels, and e-commerce mode preference groups), it was verified that factors such as information search behavior, platform trust, risk perception, and social influence have a significant impact on purchasing decisions. The user experience, personalized recommendations, and trust security measures of e-commerce platforms are closely related to consumer behavior. Research has found that in the future, artificial intelligence and big data will optimize the shopping experience, while cross-border e-commerce presents both opportunities and challenges; Sustainability and ethical consumption will gradually emerge.
%K 电子商务&#65292
%K 消费者行为&#65292
%K 决策过程&#65292
%K 可持续消费<br>E-Commerce
%K Consumer Behavior
%K Decision-Making Process
%K Sustainable Consumption
%U http://www.hanspub.org/journal/PaperInformation.aspx?PaperID=115303