从众心理在社交电商中的表现与引导策略 -市场营销专业

摘要

随着社交电商的迅速崛起，从众心理在消费者决策中的作用日益凸显。本研究旨在探讨从众心理在社交电商环境中的具体表现形式及其对消费行为的影响，并提出针对性的引导策略。社交电商中的从众心理主要表现为对热门商品的关注、对用户评价的信任以及对群体推荐的依赖。此外，研究发现不同用户群体对从众信息的敏感度存在显著差异，这种差异受到年龄、性别和社会影响力等因素的共同作用。基于此，本文提出了以个性化推荐为核心、结合社交互动机制的引导策略，旨在优化用户体验并提升平台转化率。本研究的创新点在于首次将从众心理的多维度影响因素引入社交电商领域，并构建了系统化的引导框架，为平台运营者提供了理论支持与实践指导。研究成果不仅深化了对从众心理在数字化消费场景中作用机制的理解，还为社交电商的可持续发展提供了新的思路。

关键词：从众心理；社交电商；消费行为；个性化推荐；用户群体差异

The Manifestation and Guidance Strategies of Herd Behavior in Social E-commerce

英文人名

Directive teacher:×××

Abstract

With the rapid rise of social e-commerce, the role of herd psychology in consumer decision-making has become increasingly prominent. The purpose of this study is to explore the specific forms of conformity psychology in the social e-commerce environment and its impact on consumer behavior, and put forward targeted guidance strategies. The herd mentality in social e-commerce is mainly manifested as the attention to popular goods, the trust in user evaluation and the dependence on group recommendation. In addition, the study found that the sensitivity of different user groups to conformity information is significantly different, and this difference is influenced by age, gender and social influence. Based on this, this paper proposes a guidance strategy with personalized recommendation as the core and social interaction mechanism, aiming to optimize user experience and increase platform conversion rate. The innovation of this study is that it introduces the multi-dimensional influencing factors of herd psychology into the field of social e-commerce for the first time, and builds a systematic guidance fr amework to provide theoretical support and practical guidance for platform operators. The research results not only deepen the understanding of the mechanism of herd psychology in the digital consumption scenario, but also provide new ideas for the sustainable development of social e-commerce.

Keywords: Herd Mentality；Social E-commerce；Consumer Behavior；Personalized Recommendation；User Group Differences

引言 1

一、从众心理的理论基础与社交电商背景 1

(一)从众心理的核心概念 1

(二)社交电商的发展现状 2

(三)从众心理在社交电商中的意义 2

二、从众心理在社交电商中的表现形式 3

(一)用户评价对购买决策的影响 3

(二)群体行为模仿的现象分析 4

(三)社交分享引发的从众效应 4

三、从众心理驱动下的用户行为机制 5

(一)信息型从众的心理过程 5