摘 要
电子商务的快速发展深刻改变了消费者的购物方式和决策模式，本研究旨在探讨电子商务环境下消费者行为的特点及其影响因素。基于社会心理学与消费行为学理论，本文通过问卷调查与实验研究相结合的方法，对3000余名在线消费者的行为数据进行分析，揭示了消费者在信息搜索、产品选择及购买决策等环节中的心理机制。研究发现，信任感知、用户体验以及个性化推荐是影响消费者在线购买意愿的关键变量，同时社交媒体互动显著提升了消费者的参与度与忠诚度。此外，本研究创新性地引入情境分析模型，将消费者行为置于动态变化的电商环境中考察，进一步验证了不同情境下消费者行为的异质性特征。研究表明，在线消费者行为不仅受到个体心理因素的影响，还受到技术环境与社会互动的多重作用。本研究的主要贡献在于构建了一个综合性的消费者行为分析框架，为电商平台优化服务设计提供了理论支持，并为企业制定精准营销策略提供了实践指导。
关键词：电子商务；消费者行为；信任感知；用户体验；个性化推荐
Abstract
The rapid development of e-commerce has profoundly transformed consumers' shopping methods and decision-making patterns. This study aims to explore the characteristics and influencing factors of consumer behavior in the e-commerce environment. Based on theories from social psychology and consumer behavior, this research employs a combination of questionnaire surveys and experimental studies to analyze behavioral data from over 3,000 online consumers, uncovering the psychological mechanisms underlying information search, product selection, and purchase decision-making processes. The findings indicate that perceived trust, user experience, and personalized recommendations are critical variables affecting consumers' online purchasing intentions, while social media interactions significantly enhance consumer engagement and loyalty. Additionally, this study innovatively incorporates a situational analysis model to examine consumer behavior within the context of a dynamically evolving e-commerce environment, further validating the heterogeneous features of consumer behavior across different scenarios. The research demonstrates that online consumer behavior is influenced not only by individual psychological factors but also by the multifaceted effects of technological environments and social interactions. The primary contribution of this study lies in constructing an integrated fr amework for analyzing consumer behavior, providing theoretical support for e-commerce platforms to optimize service design and practical guidance for businesses to develop precise marketing strategies.
Keywords: ECommerce；Consumer Behavior；Trust Perception；User Experience；Personalized Recommendation
目 录
摘 要 I
Abstract II
一、绪论 1
（一）电子商务环境下消费者行为研究背景 1
（二）消费者行为分析的研究意义与价值 1
（三）国内外研究现状综述 2
二、电子商务环境下的消费者决策机制 2
（一）消费者信息获取与处理方式 2
（二）决策影响因素的量化分析 2
（三）购买决策模型构建与验证 3
三、消费者在线购物行为特征分析 3
（一）在线购物行为的主要驱动因素 3
（二）不同消费群体的行为模式比较 4
（三）消费者忠诚度的影响因素研究 5
四、电子商务平台对消费者行为的影响 5
（一）平台设计与用户体验优化策略 5
（二）推荐系统对购买行为的作用分析 6
（三）社交电商对消费者决策的影响 6
结 论 7
致 谢 8
参考文献 9
