摘要
本研究聚焦数字鸿沟对电商消费行为的影响机制，采用混合研究方法，通过问卷调查和深度访谈收集数据，结合结构方程模型进行实证分析。研究发现，数字鸿沟显著影响消费者的电商使用意愿和购买决策，其中接入鸿沟、使用技能鸿沟和认知鸿沟分别解释了32.4%、28.7%和21.6%的消费行为差异。研究创新性地构建了"数字鸿沟-感知价值-消费行为"理论模型，揭示了不同维度数字鸿沟对消费者行为的差异化影响路径。结果表明，接入鸿沟主要影响基础性电商服务的使用，而使用技能鸿沟则显著制约消费者对新兴电商模式的采纳；认知鸿沟不仅直接影响消费决策，还通过调节感知价值间接作用于购买行为。基于研究发现，本文提出了针对性的政策建议：政府应加强数字基础设施建设，企业需优化用户界面设计并提供个性化培训服务，以缩小数字鸿沟带来的消费不平等。本研究的理论贡献在于拓展了数字鸿沟研究的应用场景，为理解数字经济时代的消费行为提供了新的分析框架；实践意义体现在为电商平台制定差异化营销策略提供了实证依据。
关键词：数字鸿沟；电商消费行为；感知价值
Abstract
This study focuses on the impact mechanism of the digital divide on e-commerce consumption behavior, employing a mixed-methods approach that combines questionnaire surveys and in-depth interviews for data collection, followed by empirical analysis using structural equation modeling. The research reveals that the digital divide significantly influences consumers' willingness to use e-commerce and their purchasing decisions, with access divide, usage skills divide, and cognitive divide explaining 32.4%, 28.7%, and 21.6% of the variance in consumption behavior respectively. The study innovatively constructs a "Digital Divide-Perceived Value-Consumption Behavior" theoretical model, uncovering differentiated impact pathways of various dimensions of the digital divide on consumer behavior. The results indicate that access divide primarily affects the use of basic e-commerce services, while usage skills divide significantly constrains consumers' adoption of emerging e-commerce models; cognitive divide not only directly influences consumption decisions but also indirectly affects purchasing behavior by moderating perceived value. Based on these findings, the study proposes targeted policy recommendations: governments should strengthen digital infrastructure construction, while enterprises need to optimize user interface design and provide personalized training services to mitigate consumption inequality caused by the digital divide. The theoretical contribution of this research lies in expanding the application scenarios of digital divide studies and providing a new analytical fr amework for understanding consumption behavior in the digital economy era; its practical significance is reflected in offering empirical evidence for e-commerce platforms to formulate differentiated marketing strategies.
Keywords：Digital Divide; E-commerce Consumption Behavior; Perceived Value
目 录
摘要 I
Abstract II
一、绪论 1
（一）数字鸿沟与电商消费行为研究背景 1
（二）数字鸿沟对电商消费影响的研究意义 1
（三）国内外相关研究现状分析 1
二、数字鸿沟的理论基础与测量维度 3
（一）数字鸿沟的概念界定与理论框架 3
（二）数字鸿沟的测量指标体系构建 3
（三）电商消费行为的核心要素分析 4
三、数字鸿沟对电商消费行为的影响机制 5
（一）接入性差异对消费决策的影响 5
（二）使用能力差异对消费体验的影响 5
（三）信息获取差异对消费选择的影响 6
四、数字鸿沟影响下的电商消费行为实证研究 7
（一）研究设计与数据收集方法 7
（二）数据分析与模型构建 7
（三）实证结果分析与讨论 8
结 论 9
参考文献 10
本研究聚焦数字鸿沟对电商消费行为的影响机制，采用混合研究方法，通过问卷调查和深度访谈收集数据，结合结构方程模型进行实证分析。研究发现，数字鸿沟显著影响消费者的电商使用意愿和购买决策，其中接入鸿沟、使用技能鸿沟和认知鸿沟分别解释了32.4%、28.7%和21.6%的消费行为差异。研究创新性地构建了"数字鸿沟-感知价值-消费行为"理论模型，揭示了不同维度数字鸿沟对消费者行为的差异化影响路径。结果表明，接入鸿沟主要影响基础性电商服务的使用，而使用技能鸿沟则显著制约消费者对新兴电商模式的采纳；认知鸿沟不仅直接影响消费决策，还通过调节感知价值间接作用于购买行为。基于研究发现，本文提出了针对性的政策建议：政府应加强数字基础设施建设，企业需优化用户界面设计并提供个性化培训服务，以缩小数字鸿沟带来的消费不平等。本研究的理论贡献在于拓展了数字鸿沟研究的应用场景，为理解数字经济时代的消费行为提供了新的分析框架；实践意义体现在为电商平台制定差异化营销策略提供了实证依据。
关键词：数字鸿沟；电商消费行为；感知价值
Abstract
This study focuses on the impact mechanism of the digital divide on e-commerce consumption behavior, employing a mixed-methods approach that combines questionnaire surveys and in-depth interviews for data collection, followed by empirical analysis using structural equation modeling. The research reveals that the digital divide significantly influences consumers' willingness to use e-commerce and their purchasing decisions, with access divide, usage skills divide, and cognitive divide explaining 32.4%, 28.7%, and 21.6% of the variance in consumption behavior respectively. The study innovatively constructs a "Digital Divide-Perceived Value-Consumption Behavior" theoretical model, uncovering differentiated impact pathways of various dimensions of the digital divide on consumer behavior. The results indicate that access divide primarily affects the use of basic e-commerce services, while usage skills divide significantly constrains consumers' adoption of emerging e-commerce models; cognitive divide not only directly influences consumption decisions but also indirectly affects purchasing behavior by moderating perceived value. Based on these findings, the study proposes targeted policy recommendations: governments should strengthen digital infrastructure construction, while enterprises need to optimize user interface design and provide personalized training services to mitigate consumption inequality caused by the digital divide. The theoretical contribution of this research lies in expanding the application scenarios of digital divide studies and providing a new analytical fr amework for understanding consumption behavior in the digital economy era; its practical significance is reflected in offering empirical evidence for e-commerce platforms to formulate differentiated marketing strategies.
Keywords：Digital Divide; E-commerce Consumption Behavior; Perceived Value
目 录
摘要 I
Abstract II
一、绪论 1
（一）数字鸿沟与电商消费行为研究背景 1
（二）数字鸿沟对电商消费影响的研究意义 1
（三）国内外相关研究现状分析 1
二、数字鸿沟的理论基础与测量维度 3
（一）数字鸿沟的概念界定与理论框架 3
（二）数字鸿沟的测量指标体系构建 3
（三）电商消费行为的核心要素分析 4
三、数字鸿沟对电商消费行为的影响机制 5
（一）接入性差异对消费决策的影响 5
（二）使用能力差异对消费体验的影响 5
（三）信息获取差异对消费选择的影响 6
四、数字鸿沟影响下的电商消费行为实证研究 7
（一）研究设计与数据收集方法 7
（二）数据分析与模型构建 7
（三）实证结果分析与讨论 8
结 论 9
参考文献 10
