Attraction and Preferences for Independent E-Commerce Websites: Marketing Implications Based on User Insights

在全球电子商务迅猛发展的背景下，独立站作为品牌直接面向消费者的数字化平台，已成为提升品牌形象、优化用户体验和实现精准营销的重要载体。本文通过系统文献综述，深入探讨了用户研究在增强电商独立站吸引力和用户偏好中的应用。重点分析了五种典型的用户研究方法在优化电商独立站界面布局、信息架构、内容可读性、个性化服务和及时性响应机制中的作用。研究表明，用户洞察能够精准识别独立站目标群体需求，优化关键交互环节，显著提升独立站用户黏性、品牌信任度和转化效率。这些发现为独立站应对高获客成本和同质化挑战、实现差异化竞争提供了理论依据和实践指导。Against the backdrop of the rapid global development of e-commerce, independent websites, as digital platforms that enable brands to directly engage with consumers, have become a crucial medium for enhancing brand image, optimizing user experience, and achieving precision marketing. Through a systematic literature review, this study delves into the application of user research in improving the attractiveness of independent e-commerce websites and shaping user preferences. It focuses on analyzing the role of five typical user research methods in optimizing key aspects of independent websites, including interface layout, information architecture, content readability, personalized services, and real-time response mechanisms. The findings demonstrate that user insights can accurately identify the needs of target audiences, refine critical interaction points, and significantly enhance user retention, brand trust, and conversion rates on independent websites. These insights provide both a theoretical foundation and practical guidance for independent websites to address challenges, such as high customer acquisition costs and market homogenization, ultimately enabling differentiated competition.