社交化电商用户决策行为研究展望

With the rapid development of the new model of "social + e-commerce", consumers' shopping patterns have gradually changed from active search to passive discovery purchase. This paper combs and analyzes the relevant academic research on the purchase decision-making behavior of social e-commerce users, combines practical applications, and the new features of social e-commerce derived from the development process, such as discovery shopping, people-centeredness, and rich scenarios, and proposes future research directions from four aspects: purchase mode, multi-agent interaction, information system platform design, and feedback mechanism.