基于消费者视角的数字化消费影响因素研究  

Research on Determinants of Digital Consumption from the Perspective of Consumers

作　　者：祝合良[1,2] 郭凯歌 王春娟 ZHU He-liang;GUO Kai-ge;WANG Chun-juan(School of Economics,Capital University of Economics and Commerce,Beijing,100070,China;School of Economics and Management,Beijing University of Technology,Beijing,100124,China;Business Research Institute,Beijing College of Finance and Commerce,Beijing 101101,China)

机构地区：[1]首都经济贸易大学经济学院,北京100070 [2]北京工业大学经济与管理学院,北京100124 [3]北京财贸职业学院商业研究所,北京101101

出　　处：《商业研究》2023年第1期143-152,共10页Commercial Research

基　　金：北京市社会科学基金重大项目暨北京市习近平新时代中国特色社会主义思想研究中心项目,项目编号:21LLYJA006。

摘　　要：随着数字经济与消费互联网的快速发展,数字化消费成为构建双循环新发展格局的重要引擎和增长新动能。本文将数字化消费作为研究对象,从数字技术赋能、商业模式创新、基础保障支撑、数字消费治理四个层面构建数字化消费影响机制的理论框架与研究假设,并在问卷调查基础上采用结构方程模型实证检验数字化消费的多层次影响因素与影响效应。研究结果表明,数字技术赋能对数字化消费普及有显著的强正向效应,数字化服务质量和效率的提升能够促进消费者的数字化消费行为;商业模式创新主要是通过成本节约效应、规模经济效应、效率提升效应等促进数字化消费普及;基础保障支撑显著正向影响数字化消费普及,主要是通过物流基础设施保障、地区数字化消费设施保障等促进数字化消费普及;由于消费者对大数据推送内容的满意度较低以及平台隐私保护管理问题普遍存在,数字消费治理显著负向影响数字化消费普及,从而产生对数字化消费的负向作用力。With the rapid development of digital economy and consumer Internet,digital consumption has become an important engine and new growth momentum for building a new development pattern of double cycle.Taking digital consumption as the research object,this paper constructs the theoretical framework and research hypothesis of the impact mechanism of digital consumption from the four aspects of digital technology empowerment,business model innovation,basic guarantee support and digital consumption governance,and empirically tests the multi-level influencing factors and effects of digital consumption by using structural formula model on the basis of questionnaire survey,The results show that:Digital technology empowerment has a significant positive effect on the popularization of digital consumption,and the improvement of digital service quality and efficiency can promote consumers’digital consumption behavior;Business model innovation mainly promotes the popularization of digital consumption through cost saving effect,economies of scale effect and efficiency improvement effect;Infrastructure support also has a significant positive impact on the popularization of digital consumption,mainly through the guarantee of logistics infrastructure and regional digital consumption facilities;Digital consumption governance has a significant negative impact on the popularity of digital consumption,mainly due to the low satisfaction of consumers with the content pushed by big data and the widespread problems of platform privacy protection and management,resulting in a negative force on the popularity of digital consumption.Finally,based on theoretical and empirical research,this paper puts forward countermeasures and suggestions for the future development of digital consumption.

关 键 词：数字化消费 商业模式创新 数字技术赋能 数字消费治理 数字经济 

分 类 号：F063.2[经济管理—政治经济学]