电商平台下社群消费心理的研究——基于社会认同理论
A Study of Community Consumption Psychology on E-Commerce Platforms—Based on Social Identity Theory

随着电商平台的迅猛发展，社群消费作为一种新型消费模式逐渐崭露头角。本文基于社会认同理论，探讨了电商平台下社群消费心理的特征及其背后的机制。文章首先介绍了社会认同理论的概念及其核心维度，包括群体认同、社会比较和自我分类。接着，分析了电商平台社群消费行为的心理动因，如社群归属感、社群互动与KOL信任及推荐、社会比较的影响。此外，本文还探讨了社群消费中的心理效应，包括情感认同、群体规范、损失厌恶。这些心理效应深刻地影响消费者的购买决策和行为。最后，文章强调理解这些心理效应对于电商平台的营销策略制定至关重要，有助于提升消费者体验和品牌忠诚度。通过对电商平台下社群消费心理的深入研究，为电商平台的营销策略提供了新的视角，为社群经济的理论和实践提供了新的启示，理解社群认同对消费者行为的影响，有助于平台优化用户体验和提升用户黏性。
With the rapid development of e-commerce platforms, community consumption has gradually emerged as a new consumption model. Based on Social Identity Theory, this paper explores the characteristics of community consumption psychology and the underlying mechanisms on e-commerce platforms. The article first introduces the concept of Social Identity Theory and its core dimensions, including group identity, social comparison, and self-categorization. It then analyzes the psychological drivers of community consumption behavior on e-commerce platforms, such as community belonging, community interaction, trust in KOLs (Key Opinion Leaders) and their recommendations, and the influence of social comparison. Additionally, this paper discusses the psychological effects in community consumption, including emotional identity, group norms, and loss aversion. These psychological effects profoundly influence consumers’ purchasing decisions and behaviors. Finally, the article emphasizes the importance of understanding these psychological effects in the formulation of marketing strategies for e-commerce platforms, as it helps improve consumer experience and brand loyalty. Through an in-depth study of community consumption psychology on e-commerce platforms, this research offers new perspectives for marketing strategies and provides fresh insights into the theory and practice of community economics. Understanding the impact of community identity on consumer behavior helps platforms optimize user experience and enhance user stickiness.