数字贸易中的消费者:角色、行为与权益

随着经济社会的发展,消费者需求偏好的个性化和多元化趋势日益显著。数字技术的发展让消费者对商品和服务的个性化需求得以显性化,同时个性化需求驱动了数字贸易的发展。数字经济背景下消费者的地位发生了巨大变化,消费者开始在数字贸易中居于核心地位。数字贸易中消费者行为方面的有关内容,包括消费者搜寻与购买决策、消费者反馈与信息不对称、消费者注意力与信息过载。数字贸易中消费者权益方面的有关内容,则包括数字贸易对消费者福利的利弊影响、消费者数据安全与隐私保护。

Consumers in Digital Trade: Roles,Behaviors and Rights

With the development of economy and society, the preference of consumer demand is becoming more and more personalized and diversified. The development of digital technology makes consumers’ personalized demand for goods and services more explicit, and it drives the development of digital trade. Under the circumstances of digital economy, the status of consumers has changed greatly, and consumers begin to occupy the core position in digital trade. Therefore, this paper focuses on the relevant contents of consumer behavior in digital trade, including the search and purchase decision by consumer, the feedback by consumer and the information asymmetry between consumer and producer, as well as consumer attention and information overload.It also focuses on the relevant contents of consumer rights and interests in digital trade, including the impact of digital trade on consumer welfare, consumer data security and privacy protection.