社交影响与群体行为在电商购物节中的作用机制
The Mechanisms of Social Influence and Group Behavior in the Context of E-Commerce Shopping Festivals

本研究运用质性研究方法，深入剖析了社交影响与群体行为在电商购物节背景下对消费者购买决策及整体消费趋势的交互作用机制。通过实施深度访谈、社交媒体内容分析及精选案例研究，本文揭示了社交网络中信息的传播路径、KOL (关键意见领袖)的影响力、群体认同构建与从众行为的具体表现形式。研究结果显示，社交网络不仅是促销信息的传播渠道，更是消费者构建商品价值认知、强化购买决策意图的关键平台。在购物节期间，群体行为展现出高度的一致性，这种现象深受社交网络中意见领袖的引导及群体规范的双重影响。本研究构建了一个理论模型，描绘了信息流动、态度形成及消费者行为决策的动态过程，为电商营销策略的创新与消费者行为学的深入探索提供了新颖视角和实证证据，对电商企业和学术界均具有重要价值。
This study employs qualitative research methods to thoroughly investigate the interacting mechanisms of social influence and group behavior in the context of e-commerce shopping festivals on consumer purchase decisions and overall consumption trends. Through in-depth interviews, analysis of social media content, and selected case studies, the paper uncovers the pathways of information dissemination within social networks, the impact of KOLs (Key Opinion Leaders), the formation of group identity, and the manifestations of conformity behavior. The findings reveal that social networks serve not only as channels for promotional information but also as pivotal platforms for consumers to construct commodity value perceptions and reinforce their intentions to purchase. During shopping festivals, group behaviors exhibit a high degree of consistency, a phenomenon deeply influenced by the guidance of opinion leaders within social networks and the dual impact of group norms. This research constructs a theoretical model depicting the dynamic processes of information flow, attitude formation, and consumer decision-making behavior, offering novel perspectives and empirical evidence for the innovation of e-commerce marketing strategies and the in-depth exploration of consumer behavior studies. It holds significant value for both e-commerce enterprises and the academic community.