消费心理学视角下自媒体平台互动性对受众购买决策的影响  

The Influence of Interactivity on Audience Purchase Decisions on We-Media Platforms: A Perspective from Consumer Psychology

作　　者：孔浩然 

机构地区：[1]浙江理工大学理学院,浙江 杭州

出　　处：《电子商务评论》2024年第4期1630-1635,共6页E-Commerce Letters

摘　　要：随着数字化转型和移动互联网的普及,自媒体平台迅速崛起,成为信息传播和社交互动的重要载体。其互动性特征,如评论、点赞、分享、转发等,为用户提供了参与内容创作和表达意见的空间,也改变了消费者的购买决策和消费行为。本文旨在探讨自媒体平台的互动性如何影响受众的购买决策。文章首先分析了自媒体平台的发展现状,指出其内容形式多样化、用户规模庞大且互动性强。接着从消费心理学视角出发,分析了互动性对受众认知、情感、行为等多个层面的影响,总结出互动性内容能促进受众对品牌和产品的认知加工,引发积极情感体验,并通过社会影响、社会认同和群体影响等机制,最终影响购买行为。文章最后提出了针对品牌方、自媒体平台和消费者的建议,以促进自媒体平台的健康发展。With the widespread adoption of digital transformation and mobile Internet, we-media platforms have experienced rapid growth and have become a crucial vehicle for information dissemination and social interaction. The interactive features, such as comments, likes, shares, reposts, etc., provide users with a space to engage in content creation and express their opinions. Furthermore, these platforms influence consumers’ purchasing decisions and consumption behaviors. This paper aims to investigate how the interactivity of we-media platforms impacts audience purchasing decisions. Firstly, it analyzes the current status of we-media platforms, highlighting their diverse content forms, large user base, and strong level of interaction. Then from a consumer psychology perspective, it examines the impact of interactivity on audience cognition, emotion, behavior levels. It concludes that interactive content can enhance audience cognitive processing of brands and products while also triggering positive emotional experiences. Ultimately this can affect purchase behavior through mechanisms such as social influence, socia

关 键 词：自媒体平台 互动性 消费心理学 购买决策 

分 类 号：TP3[自动化与计算机技术—计算机科学与技术]