电子商务中消费者决策行为的多因素影响机制研究
Research on the Multi-Factor Influencing Mechanism of Consumer Decision-Making Behavior in E-Commerce

在数字化浪潮中，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，剖析电商环境下消费者决策过程及影响因素。研究发现，电商发展使消费者行为模式显著变化，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，包含不同地域、消费层次和电商模式偏好群体)，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，未来人工智能和大数据将优化购物体验，跨境电商机遇与挑战并存；可持续性与伦理消费会逐渐兴起。
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.