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电子商务评论 2025年第1期14卷 3607-3615页

作者：姚哲清上海工程技术大学管理学院上海

随着“低卡”一词越来越成为食品商的营销卖点以及国家对健康生活方式的大力宣传,消费者在购买食品决策中也愈来愈看重食品热量因素。但在多数购买过程中,消费者只凭感官估算食物热量。并且对于快速流通的包装品,消费者更倾向于依赖视... 详细信息

随着“低卡”一词越来越成为食品商的营销卖点以及国家对健康生活方式的大力宣传,消费者在购买食品决策中也愈来愈看重食品热量因素。但在多数购买过程中,消费者只凭感官估算食物热量。并且对于快速流通的包装品,消费者更倾向于依赖视觉评估商品。此外,人们对事物色彩的冷暖感知会使其对该事物产生联想,通过意识的信息加工,从而形成对事物的印象。本研究通过定性研究与实验的手段,探讨饮料包装色彩对消费者感知饮料热量的影响。研究发现:暖色调包装和冷色调包装可以使消费者对饮料的热量感知不同;对于相同的饮料,不同的包装颜色,受暖色调影响的消费者对饮料的热量感知高于受冷色调影响的消费者;通过冷色调与暖色调包装感知热量的程度不受性别、年龄与饮用饮料频率的影响;绿色饮料包装是热量感知最低的颜色,红色饮料包装是热量感知最高的颜色。As the term “low-calorie” increasingly becomes a marketing point for food merchants and with the national promotion of a healthy lifestyle, consumers are paying more and more attention to the caloric content of food in their purchasing decisions. However, in most purchasing processes, consumers rely solely on sensory estimation to gauge the caloric content of food. Moreover, for fast-moving packaged products, consumers tend to rely more on visual assessments of the goods. In addition, people’s perception of the warmth or coolness of colors can lead to associations with those colors, forming impressions of objects through the processing of information in consciousness. This study explores the impact of beverage packaging colors on consumers’ perception of beverage calories through qualitative research and experimental methods. The study found that: warm color packaging and cold color packaging can lead to different perceptions of beverage calories among consumers;for the same beverage, consumers influenced by warm tones perceive higher caloric content than those influenced by cool tones;the degree of caloric perception through cold color and warm color packaging is not affected by gender, age, or frequency of beverage consumption;green beverage packaging is the color with the lowest perceived calories, while red beverage packaging is the color with the highest perceived calories.

关键词：包装色彩色彩营销感官营销食物热量感知

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电商平台直播助农中消费者购买意愿影响因素研究——基于DEMATEL-ISM-MICMAC法

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电子商务评论 2025年第1期14卷 2055-2064页

作者：李明昱上海工程技术大学管理学院上海

电商直播销售地方特色农产品已经成为助力乡村经济发展的重要阵地。在数字经济发展的背景下,电商直播为农产品销售模式带来了创新变革,成为促进农产品流通和乡村振兴的关键途径。本文基于文献研究和专家咨询,从直播环境、电商平台、产... 详细信息

电商直播销售地方特色农产品已经成为助力乡村经济发展的重要阵地。在数字经济发展的背景下,电商直播为农产品销售模式带来了创新变革,成为促进农产品流通和乡村振兴的关键途径。本文基于文献研究和专家咨询,从直播环境、电商平台、产品感知以及服务体验四方面识别出11个影响因素,运用DEMATEL-ISM-MICMAC法对影响因素之间的作用关系、层级结构和属性划分进行深入分析。结果表明:直播互动性专业性、弹幕正面评价、电商平台品牌形象与直播信息可靠性是影响消费者采取购买行为的重要指标;电商平台形象与直播信息可靠性驱动力最强,是根本的影响因素。据此,为进一步提升助农直播产品销售额,需从优化农户服务、创新直播形式和加大平台营销监管方面着手,共同推动助农直播行业的健康发展,提升消费者的购买意愿和满意度。Livestream sales of local agricultural products have become an important battleground for boosting rural economic development. Under the background of digital economy development, livestream sales have brought innovative changes to agricultural product sales models and become a key approach to promoting agricultural product circulation and rural revitalization. This paper is based on literature research and expert consultation, and identifies 11 influencing factors from four aspects of live streaming environment, e-commerce platform, product perception, and service experience through a systematic review. The DEMATEL-ISM-MICMAC method is used to deeply analyze the interaction relationships, hierarchical structure, and attribute classification of the influencing factors. The results show that the professional interaction of live broadcast, the positive evaluation of bullet screen, the brand image of e-commerce platform and the reliability of live broadcast information are the important indicators that affect consumers’ purchase behavior. The image of e-commerce platform and the reliability of live information have the strongest driving force and are the fundamental influencing factors. Therefore, in order to further improve the sales of agricultural live broadcast products, it is necessary to optimize farmer services, innovate live broadcast forms and increase platform marketing supervision, jointly promote the healthy development of agricultural live broadcast industry, and improve consumers’ purchase willingness and satisfaction.

关键词：直播助农消费者购买意愿影响因素 DEMATEL-ISM-MICMAC

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老年人“数字鸿沟”视角下老年人网上购物均衡发展的路径研究——基于ISM模型

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电子商务评论 2025年第1期14卷 2897-2905页

作者：赵婧娴上海工程技术大学管理学院上海

随着互联网和电子商务的普及,越来越多的老年人开始尝试网上购物,他们不仅购买日常用品,还尝试各种健康和高科技产品。网络购物为他们提供了便利和更多选择,但同时也带来了网络安全、操作难度和支付安全等挑战。为了更好地理解老年人在... 详细信息

随着互联网和电子商务的普及,越来越多的老年人开始尝试网上购物,他们不仅购买日常用品,还尝试各种健康和高科技产品。网络购物为他们提供了便利和更多选择,但同时也带来了网络安全、操作难度和支付安全等挑战。为了更好地理解老年人在网购中遇到的困难,并提出有效的解决策略,深入探讨老年人的“数字鸿沟”问题变得十分关键。这不仅有助于老年人适应数字化购物环境,保护他们的权益,还能提高他们的生活质量,让他们更自信地融入现代社会。这对建设一个更具包容性和友好的社会环境,推动老年人群体的全面进步,具有重要的意义。With the popularity of the Internet and e-commerce, more and more elderly people begin to try online shopping. They not only buy daily necessities, but also try various health and high-tech products. Online shopping provides them with convenience and more choices, but it also brings challenges such as network security, operation difficulty and payment security. In order to better understand the difficulties encountered by the elderly in online shopping and put forward effective solutions, it is very important to deeply explore the “digital divide” of the elderly. This will not only help the elderly adapt to the digital shopping environment and protect their rights and interests, but also improve their quality of life and make them more confident to integrate into modern society. This is of great significance to building a more inclusive and friendly social environment and promoting the all-round progress of the elderly.

关键词：老年人“数字鸿沟” 老年人网上购物解释结构模型使用与满足理论

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重度老龄化背景下上海养老助餐服务电子商务平台构建必要性分析

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电子商务评论 2025年第1期14卷 1240-1251页

作者：郑鑫上海工程技术大学管理学院上海

如何弥合老年数字鸿沟、优化老年餐获取途径、提升老年人就餐便利性是数字时代助餐服务值得关注的问题。本文在对上海助餐服务的对象、内容、供给主体、存在问题、现状以及老龄化现状进行梳理的基础上,通过对上海助餐服务资源进行空间... 详细信息

如何弥合老年数字鸿沟、优化老年餐获取途径、提升老年人就餐便利性是数字时代助餐服务值得关注的问题。本文在对上海助餐服务的对象、内容、供给主体、存在问题、现状以及老龄化现状进行梳理的基础上,通过对上海助餐服务资源进行空间自相关分析,揭露其分布严重不均的现象,并剖析助餐服务电商平台的一系列优势,两者的吻合足以解决目前上海市养老助餐服务所存在的诸多问题,进而得出构建上海市养老助餐服务电子商务平台具备充分的必要性结论。How to bridge the digital gap for the elderly, optimize the access to meals for the elderly, and enhance the convenience of meals for the elderly is a problem worth paying attention to in the digital era. On the basis of sorting out the object, content, supply subjects, existing problems, current situation and aging situation of Shanghai assisted food service, this paper makes a spatial autocorrelation analysis of Shanghai assisted food service resources, reveals the phenomenon of serious uneven distribution, and analyzes a series of advantages of assisted food service e-commerce platform. The coincidence of the two is sufficient to solve the many problems existing in the current elderly assisted meal service in Shanghai, and then draw the conclusion that it is necessary to build an e-commerce platform for elderly assisted meal service in Shanghai.

关键词：助餐服务电子商务平台分布

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企业数字化转型与审计定价

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电子商务评论 2025年第1期14卷 3733-3745页

作者：王雨兰周兵上海工程技术大学管理学院上海

随着现代化信息技术的不断发展,数字化转型成为推动我国社会经济发展的新动能,企业数字化转型也成为企业新兴发展趋势。对于企业而言,数字化转型可以赋能企业生产经营的全过程,提高企业经营效率。这势必也会对企业财务信息的生成、处理... 详细信息

随着现代化信息技术的不断发展,数字化转型成为推动我国社会经济发展的新动能,企业数字化转型也成为企业新兴发展趋势。对于企业而言,数字化转型可以赋能企业生产经营的全过程,提高企业经营效率。这势必也会对企业财务信息的生成、处理、报告产生影响,进而影响审计工作效率与审计费用。在此背景下,本文旨在研究企业数字化转型对审计定价的影响。本文利用2010~2022年度沪深A股制造业上市公司数据,通过固定效应模型检验数字化转型对审计定价的影响;此外,通过中介效应模型剖析其影响机制;在此基础上,根据注册会计师专业胜任能力、产权性质进行异质性分析。研究发现,企业的数字化转型显著降低了审计定价;机制分析表明,数字化转型可以通过抑制企业风险降低审计定价;异质性分析表明,数字化转型对非四大审计公司及非国有企业的审计费用降低效应更为显著。本文的研究内容从审计费用角度补充了数字化转型的经济后果,对于引导企业数字化转型决策具有实践意义与参考价值。With the continuous development of modern information technology, digital transformation has become a new driving force for promoting China’s social and economic development, and enterprise digital transformation has also become an emerging development trend. For enterprises, digital transformation can empower the entire process of production and operation, and improve operational efficiency. This will inevitably have an impact on the generation, processing, and reporting of financial information for enterprises, thereby affecting the efficiency of audit work and audit fees. In this context, this article aims to study the impact of enterprise digital transformation on audit pricing. This article uses data from Shanghai and Shenzhen A-share manufacturing listed companies from 2010 to 2022 to test the impact of digital transformation on audit pricing through a fixed effects model;In addition, analyzing its impact mechanism through the mediation effect model;On this basis, heterogeneity analysis is conducted based on the professional competence and property rights of certified public accountants. Research has found that digital transformation of enterprises significantly reduces audit pricing;Mechanism analysis shows that digital transformation can reduce audit pricing by suppressing enterprise risks;Heterogeneity analysis shows that digital transformation has a more significant effect on reducing audit fees for non-Big Four audit firms and non-state-owned enterprises. The research content of this article supplements the economic consequences of digital transformat

关键词：数字化转型审计定价企业风险

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老年电子商务在改善老年心理健康中的应用与策略优化研究

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电子商务评论 2025年第1期14卷 3341-3348页

作者：冯彩琴上海工程技术大学管理学院上海

随着我国人口老龄化加剧,老年心理健康问题凸显,电子商务发展为解决该问题带来新契机。本研究通过文献分析确定老年心理健康的9类影响因素,运用ISM模型揭示其层级关系,包括直接层:信息技术使用、子女代际支持、社区参与;中间层:收入、... 详细信息

随着我国人口老龄化加剧,老年心理健康问题凸显,电子商务发展为解决该问题带来新契机。本研究通过文献分析确定老年心理健康的9类影响因素,运用ISM模型揭示其层级关系,包括直接层:信息技术使用、子女代际支持、社区参与;中间层:收入、居住方式、职业、患病情况;以及根源层:受教育程度、城乡差异。结合老年电子商务现状,发现其发展存在城乡差异、平台适老化不足等问题。为此提出通过优化界面、完善售后与下单确认机制,加强平台建设;提升老年人电子商务参与能力;提升农村服务便捷性、拓展服务购买功能,促进市场均衡发展等对策建议,以助力改善老年心理健康状况,推动老年电子商务与老年心理健康服务协同发展。As the aging of the population in China intensifies, the mental health problems of the elderly have become prominent, and the development of e-commerce has brought new opportunities to address this issue. Through literature analysis, this study identified nine types of influencing factors for the mental health of the elderly, and applied the Interpretative Structural Modeling (ISM) to reveal their hierarchical relationships. These include the direct layer: the use of information technology, intergenerational support from children, and community participation;the intermediate layer: income, living arrangements, occupation, and illness status;and the root layer: educational attainment and urban-rural differences. Combined with the current situation of elderly e-commerce, it was found that there are problems such as urban-rural differences and insufficient aging-friendly design of platforms in its development. To this end, countermeasures and suggestions are put forward, such as optimizing interfaces, improving after-sales and order confirmation mechanisms to strengthen platform construction;enhancing the elderly’s ability to participate in e-commerce;improving the convenience of rural services and expanding the function of service purchase to promote the balanced development of the market, so as to help improve the mental health of the elderly and promote the coordinated development of elderly e-commerce and elderly mental health services.

关键词：老年心理健康 ISM模型老年电子商务

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多平台组合赋能的演化及作用机理——基于海尔集团卡奥斯平台的案例研究

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电子商务评论 2025年第1期14卷 1791-1800页

作者：耿燕玲上海工程技术大学管理学院上海

数字经济时代,多元化战略是制造企业赋能异质性领域、拓展新增长空间的重要策略。传统多元策略以供给端为着力点实现供应商与用户之间的线性价值传递。而平台是数字经济时代价值共创的核心节点,多平台组合赋能是企业新的价值增长点,能... 详细信息

数字经济时代,多元化战略是制造企业赋能异质性领域、拓展新增长空间的重要策略。传统多元策略以供给端为着力点实现供应商与用户之间的线性价值传递。而平台是数字经济时代价值共创的核心节点,多平台组合赋能是企业新的价值增长点,能够促进平台生态中商品提供者、互补者、最终用户等生态用户群之间的直接交互实现价值共创。基于此,本文以海尔卡奥斯平台为案例研究对象,将工业互联网平台的演化分为平台嵌入、平台聚合和平台协同三个阶段,分别对中小制造企业进行了结构赋能、数据赋能和生态赋能。研究结论能够丰富为多平台战略和组合赋能的相关研究,为数字经济背景下的制造企业依托工业互联网平台赋能中小制造企业提供借鉴意义。In the era of digital economy, diversification strategy is an important strategy for manufacturing enterprises to enable heterogeneity and expand new growth space. The traditional multi-strategy focuses on the supply side to realize the linear value transfer between the supplier and the user. The platform is the core node of value co-creation in the era of digital economy, and the multi-platform combination enabling is a new value growth point for enterprises, which can promote the direct interaction among ecological user groups such as commodity providers, complementators and end users in the platform ecosystem to achieve value co-creation. Based on this, this paper takes the Helkaos platform as the case study object, divides the evolution of industrial Internet platform into three stages: platform embedding, platform aggregation and platform collaboration, and carries out structural empowerment, data empowerment and ecological empowerment for small and medium-sized manufacturing enterprises respectively. The research conclusions can enrich the relevant research on multi-platform strategy and combination empowerment, and provide reference for manufacturing enterprises to empower small and medium-sized manufacturing enterprises based on industrial Internet platform under the background of digital economy.

关键词：工业互联网平台多平台战略赋能模式卡奥斯平台

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混合在线客服形象对消费者购买意愿的影响研究

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电子商务评论 2025年第2期14卷 795-801页

作者：程意李旭芳杨尚林上海工程技术大学管理学院上海

随着互联网的迅猛发展,本研究深入分析了混合在线客服形象对消费者购买意愿的影响。采用定量研究方法,通过发放问卷调查收集了各项评估数据。研究发现,混合在线客服形象对消费者购买意愿产生了显著的正面影响,其中心理距离在影响过程中... 详细信息

随着互联网的迅猛发展,本研究深入分析了混合在线客服形象对消费者购买意愿的影响。采用定量研究方法,通过发放问卷调查收集了各项评估数据。研究发现,混合在线客服形象对消费者购买意愿产生了显著的正面影响,其中心理距离在影响过程中充当了中介角色。此外,品牌忠诚度在混合在线客服形象与消费者购买意愿的关系中起到了调节作用。本研究不仅对混合在线客服形象与消费者行为之间的关系进行了深入分析,进一步丰富了现有的研究内容,而且强调了心理距离和品牌忠诚度在消费者决策中的重要性,为企业在设计混合在线客服系统时提供了重要的理论参考。With the rapid development of the Internet, this study deeply analyzes the impact of mixed online customer service image on consumer purchase intention. By adopting quantitative research methods and distributing questionnaires, this study collected various evaluation data. The results show that the mixed online customer service image has a significant positive impact on consumer purchase intention, with psychological distance acting as an intermediary role in the process. In addition, brand loyalty plays a moderating role in the relationship between mixed online customer service image and consumer purchase intention. This study not only provides an in-depth analysis of the relationship between mixed online customer service image and consumer behavior, further enriching the existing research content, but also emphasizes the importance of psychological distance and brand loyalty in consumer decision-making, providing important theoretical references for enterprises in designing mixed online customer service systems.

关键词：混合在线客服消费者行为中介效应调节效应购买意愿

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基于CiteSpace的我国数字经济赋能农业的可视化分析

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电子商务评论 2025年第1期14卷 449-456页

作者：姜淑雅上海工程技术大学管理学院上海

本文利用CiteSpace软件对我国数字经济赋能农业的研究进行了可视化分析,数据来源于CNKI中国知网数据库期刊和博硕论文,对我国2018至今数字经济赋能农业相关文献,运用CiteSpace进行格式转化并对其发文量、作者合作、关键词共现网络、关... 详细信息

本文利用CiteSpace软件对我国数字经济赋能农业的研究进行了可视化分析,数据来源于CNKI中国知网数据库期刊和博硕论文,对我国2018至今数字经济赋能农业相关文献,运用CiteSpace进行格式转化并对其发文量、作者合作、关键词共现网络、关键词演进、关键词突现等进行可视化分析。结果:本研究共纳入共获取有效文献1324篇。关键词聚类分析表明,研究热点从2019年的“大数据”演变为2021年的“数字金融”,再到2024年的“数字农业”,反映了政策倾向和研究领域的实际状况。整体来看,数字技术在农业领域的应用持续受到学术界的关注,特别是在数字金融和大数据方面,显示出较强的研究活力和政策支持。In this paper, CiteSpace software is used to carry out a visual analysis of the research on digital economy empowered agriculture in China. The data comes from CNKI database journals and Bosh papers, and the relevant literature on digital economy empowered agriculture in China from 2018 to now is analyzed. CiteSpace was used for format conversion and visual analysis of the number of published documents, author cooperation, keyword co-occurrence network, keyword evolution, keyword emergence, etc. Results: A total of 1324 valid literatures were included in this study. Keyword cluster analysis shows that the research focus has evolved from “big data” in 2019 to “digital finance” in 2021 and then to “digital agriculture” in 2024, reflecting the policy orientation and the actual situation of the research field. Overall, the application of digital technology in the field of agriculture continues to receive attention from the academic community, especially in digital finance and big data, showing strong research vitality and policy support.

关键词： CiteSpace 数字经济农业可视化分析数字化

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基于ISM模型的老年群体网络购物行为影响因素分析

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电子商务评论 2025年第1期14卷 3427-3434页

作者：杜双双上海工程技术大学管理学院上海

随着老龄化与数字化的深度融合,老年群体逐渐成为网络购物的重要消费力量。本文基于解释结构模型(ISM),梳理了影响老年人网络购物行为的多维因素,并构建层级结构模型。研究发现,老年人网络购物行为受表层经验(科技便捷性、信任安全性)... 详细信息

随着老龄化与数字化的深度融合,老年群体逐渐成为网络购物的重要消费力量。本文基于解释结构模型(ISM),梳理了影响老年人网络购物行为的多维因素,并构建层级结构模型。研究发现,老年人网络购物行为受表层经验(科技便捷性、信任安全性)、中介因素(数字技能、健康状况、政策支持及消费风险感知)和深层驱动力(自主性需求、经济地位、社会交互)三大维度的综合影响。其中,科技便捷性和信任安全性直接决定老年人的购物意愿与满意度;中介因素在克服技术障碍和增强信任感方面起桥梁作用;深层驱动力则揭示了老年人的行为本质动因。本文为电商企业优化老年友好型平台设计、提升用户体验,以及政府制定数字普惠政策提供了理论支持和实践建议,助力“银发经济”的高质量发展。With the deep integration of aging and digitalization, the elderly group gradually becomes an important consumption force in online shopping. Based on the Interpretive Structural Model (ISM), this paper combs through the multidimensional factors affecting the online shopping behavior of the elderly and constructs a hierarchical structural model. It is found that the online shopping behavior of the elderly is comprehensively influenced by three dimensions: surface experience (technological convenience and trust security), mediating factors (digital skills, health status, policy support and consumption risk perception), and deeper drivers (autonomy needs, economic status, and social interaction). Among them, technological convenience and trust security directly determine older adults' shopping intention and satisfaction;mediating factors play a bridging role in overcoming technological barriers and enhancing trust;and deeper drivers reveal the essential drivers of older adults' behavior. This paper provides theoretical support and practical suggestions for e-commerce enterprises to optimize the design of age-friendly platforms and enhance user experience, and for the government to formulate digital inclusion policies, so as to facilitate the high-quality development of the “silver-hair economy”.

关键词：网购行为老年人 ISM模型

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