摘 要
随着互联网技术的迅猛发展，电子商务已成为现代商业的重要组成部分，深刻改变了消费者的购物模式。本研究旨在探讨电子商务环境下消费者购买行为的特点、影响因素及其决策过程，以期为企业制定精准营销策略提供理论依据。基于此目的，本研究综合运用文献分析法、问卷调查法与实证分析法，选取多个具有代表性的电子商务平台作为研究对象，收集大量一手数据进行深入剖析。研究发现，消费者在电子商务环境下的购买行为受到多种因素共同作用，包括但不限于产品特性、价格优势、平台信誉、物流配送效率以及个性化服务体验等。其中，信任机制构建对促进消费者持续购买意愿起着关键性作用，而社交媒体的影响日益凸显，成为重要的信息传播渠道和口碑营销载体。此外，本研究还揭示了不同年龄层次、性别群体之间存在的显著差异，为细分市场提供了科学依据。创新之处在于首次将心理学中的认知失调理论引入电子商务领域，解释消费者面对海量信息时的心理变化规律，并据此提出优化建议。通过上述研究，不仅丰富了电子商务消费者行为理论体系，更为企业提升竞争力、实现可持续发展指明了方向。
关键词：电子商务；消费者购买行为；信任机制；社交媒体影响；认知失调理论
Abstract
With the rapid development of Internet technology, e-commerce has become an integral part of modern business, profoundly transforming consumer shopping patterns. This study aims to explore the characteristics, influencing factors, and decision-making processes of consumer purchasing behavior in the e-commerce environment, providing theoretical support for businesses to develop precise marketing strategies. To achieve this ob jective, this research employs a combination of literature analysis, survey methods, and empirical analysis, selecting multiple representative e-commerce platforms as research subjects to collect extensive primary data for in-depth analysis. The findings indicate that consumer purchasing behavior in the e-commerce context is influenced by various factors, including but not limited to product attributes, price advantages, platform credibility, logistics efficiency, and personalized service experiences. Among these, the construction of trust mechanisms plays a crucial role in promoting consumers' continuous purchasing intentions, while the influence of social media has become increasingly prominent, serving as a vital channel for information dissemination and word-of-mouth marketing. Additionally, this study reveals significant differences in purchasing behavior across different age groups and gender segments, offering scientific evidence for market segmentation. An innovative aspect of this research is the introduction of cognitive dissonance theory from psychology into the field of e-commerce, explaining the psychological changes consumers experience when confronted with vast amounts of information, and proposing optimization suggestions accordingly. Through this research, the theoretical fr amework of consumer behavior in e-commerce is enriched, and directions for enhancing competitiveness and achieving sustainable development are provided for businesses.
Keywords：E-Commerce；Consumer Purchase Behavior；Trust Mechanism；Social Media Influence；Cognitive Dissonance Theory
目 录
摘 要 I
Abstract II
引 言 1
第一章 电子商务环境概述 2
1.1 电子商务发展现状 2
1.2 电子商务模式分类 2
1.3 电子商务对消费的影响 3
第二章 消费者购买决策过程分析 4
2.1 购买信息获取渠道 4
2.2 购买决策影响因素 4
2.3 购买决策模型构建 5
第三章 消费者行为特征研究 6
3.1 消费者需求偏好分析 6
3.2 消费者信任建立机制 6
3.3 消费者忠诚度培养 7
第四章 电商营销策略与消费者反应 8
4.1 促销活动效果评估 8
4.2 个性化推荐系统 8
4.3 社交媒体营销影响 9
结 论 10
参考文献 11
致 谢 12
