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论文编号：	15496
作者编号：	2120233665
上传时间：	2025/6/13 0:16:17
中文题目：	电商优惠获取难度对消费者购买行为的影响机制研究
英文题目：	The Impact of E-commerce Platform Discount Acquisition Difficulty on Consumer Behavior
指导老师：	李凯
中文关键字：	优惠获取难度；复杂折扣；限制性促销；社交电商
英文关键字：	Discount Acquisition Difficulty; Complex Discounts; Restrictive Promotions; Social E-Commerce
中文摘要：	随着中国电子商务的蓬勃发展，电商平台的促销规则日益复杂化，由单一价格折扣开始转向融合时间限制、流程叠加和资格认证的多维机制，导致消费者认知超载，增加其决策成本。现有研究多聚焦单一维度的促销策略，缺乏对消费者感知的优惠获取难度的系统性研究。因此本研究构建流程复杂度、时间压力、资格限制的三维度框架，探究优惠获取难度对消费者购买行为的影响机制，旨在为平台优化促销设计提供理论依据。 本研究整合决策双系统理论、认知负荷理论与决策延迟理论，提出核心假设：优惠获取难度（流程复杂度、时间压力、资格限制）会显著降低消费者的购买行为，决策延迟在此起到中介作用，且信息可信度与负面评论对主效应具有负向调节作用。本研究通过清洗电商导购平台27300条优惠爆料数据，通过DeepSeek-R1大语言模型对非结构化文本进行语义解析，提取优惠规则复杂度指标（如优惠券叠加次数、限时标签、资格条件）作为自变量，以实际订单转化率为因变量，用stata 18软件展开实证分析。基准回归结果显示，流程复杂度、时间压力、资格限制均显著负向影响购买转化率。中介效应检验表明，决策延迟在三者影响路径中起部分中介作用。调节效应显示，信息可信度与负面评论均显著削弱优惠获取难度的负向影响。 本研究首次将决策双系统理论、认知负荷理论与决策延迟理论有机整合，构建“优惠获取难度”的三维度分析框架，突破了传统促销研究聚焦单一规则维度的局限，为理解数字化促销场景中的决策权衡提供了新理论范式。同时，研究创新性运用大语言模型量化非结构化文本中的规则复杂度，拓展了消费行为研究中复杂情境的测量方法，丰富了促销策略与消费者决策互动机制的理论内涵。研究为电商商家和平台提供实践启示。商家需平衡规则复杂度与用户认知负荷，针对搜索型产品保留适度复杂规则，体验型产品简化流程；平台应开发智能工具拆解规则，动态监测商家行为以维护促销透明度。未来可拓展至直播电商等新兴场景，结合消费者个体差异深化认知机制研究，推动行业向用户体验优先转型。
英文摘要：	With the vigorous development of e-commerce in China, the promotional rules of e-commerce platforms have become increasingly complex, shifting from simple price discounts to multi-dimensional mechanisms that incorporate time constraints, process layers, and qualification requirements. This has led to cognitive overload among consumers and increased their decision-making costs. Existing research has mostly focused on single-dimensional promotional strategies, lacking systematic studies on consumers' perceived difficulty in obtaining discounts. Therefore, this study constructs a three-dimensional framework of process complexity, time pressure, and qualification restrictions to explore the impact mechanism of discount acquisition difficulty on consumer purchasing behavior, aiming to provide theoretical basis for optimizing promotional designs on platforms. This study integrates the dual-process theory of decision-making, cognitive load theory, and decision delay theory, and proposes the core hypothesis that the difficulty of obtaining discounts (process complexity, time pressure, and qualification restrictions) will significantly reduce consumers' purchasing behavior, with decision delay playing a mediating role. Moreover, information credibility and negative reviews have a negative moderating effect on the main effect. By cleaning 27,300 pieces of discount information from an e-commerce shopping guide platform and using the DeepSeek-R1 large language model to semantically parse unstructured text, this study extracted discount rule complexity indicators (such as the number of coupon stackings, time-limited labels, and qualification conditions) as independent variables, and used actual order conversion rates as the dependent variable. Empirical analysis was conducted using Stata 18 software. The benchmark regression results show that process complexity, time pressure, and qualification restrictions all significantly negatively affect the purchase conversion rate. The mediation effect test indicates that decision delay plays a partial mediating role in the influence paths of the three factors. The moderation effect shows that information credibility and negative reviews significantly weaken the negative impact of discount acquisition difficulty. This study is the first to organically integrate the dual-process theory of decision-making, cognitive load theory, and decision delay theory, and construct a three-dimensional analysis framework of "discount acquisition difficulty", breaking through the limitation of traditional promotional research focusing on a single rule dimension. It provides a new theoretical paradigm for understanding decision trade-offs in digital promotional scenarios. At the same time, the study innovatively uses large language models to quantify the complexity of rules in unstructured text, expanding the measurement methods of complex situations in consumer behavior research and enriching the theoretical connotations of the interaction mechanism between promotional strategies and consumer decisions. The research provides practical implications for e-commerce merchants and platforms. Merchants need to balance rule complexity and user cognitive load, maintaining moderate complexity for search-oriented products and simplifying processes for experience-oriented products; platforms should develop intelligent tools to break down rules and dynamically monitor merchant behavior to maintain the transparency of promotions. Future research can be extended to emerging scenarios such as live-streaming e-commerce, and deepen the study of cognitive mechanisms by considering individual differences among consumers, promoting the transformation of the industry towards user experience priority.
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