网络消费作为一种时尚、便捷且多样化的新兴消费方式,深受具备一定经济基础和消费能力的大学生群体的青睐。网络消费在给大学生带来便捷的同时,带来诸多方面的隐忧,主要存在算法推荐固化网络消费认知、商品营销冲击网络消费观念和电子支付淡化理性消费行为等方面的隐忧。大学生网络消费隐忧的存在,源于市场经济消费主义思潮冲击、政府对网络舆论管控力度不够、高校网络消费观教育缺失和大学生自身网络素养不足等多重因素。因此,在网络消费时代,加强对大学生网络消费的价值引导显得尤为重要。这就需要通过构建和谐网络消费环境、强化网络消费舆论引导、重视网络消费观念教育和加强大学生的自我教育等途径,引导大学生坚持健康的网络消费观念,为他们的全面发展提供有力支持。As a fashionable, convenient, and diversified emerging mode of consumption, online consumption is favored by college students who have a certain economic foundation and purchasing power. While online consumption brings convenience to college students, it also brings concerns in various aspects, mainly including the solidification of online consumption cognition by algorithmic recommendations, the impact of product marketing on online consumption concepts, and the weakening of rational consumption behavior by electronic payments. The existence of concerns about college students’ online consumption stems from multiple factors, such as the impact of market economy consumerism trends, insufficient government control over online public opinion, the lack of education on online consumption concepts in universities, and the insufficient online literacy of college students themselves. Therefore, in the era of online consumption, it is particularly important to strengthen the value guidance of college students’ online consumption. This requires guiding college students to adhere to healthy online consumption
随着互联网技术的快速发展,网络消费成为大学生群体重要消费方式之一。本文系统性地探究了网络视域下大学生消费行为的异化表征:符号消费、攀比消费及成瘾消费。文章进一步分析了大学生网络消费异化的现实危害。符号消费效应不仅削弱了大学生群体的自我价值感,使他们过分依赖外在符号来定义自我,而且“圈层化”消费加剧了大学生群体的极化现象,淡化了人际关系,导致社会融合度降低。同时,“泛娱乐化”的消费体验催生了享乐主义,降低了大学生的心理生活质量。对此,应从强化身份认同教育,鼓励朋辈调适等方面着手,对大学生网络消费异化行为进行引导,帮助大学生树立正确的网络消费观念,助力其健康成长。With the rapid development of Internet technology, online consumption has become one of the important consumption methods of college students. This paper systematically explores the alienated representations of college students’ consumption behaviors from the perspective of the Internet: symbolic consumption, comparison consumption and emotional consumption. This paper further analyzes the real harm of college students’ online consumption alienation. The symbolic consumption effect not only weakens the sense of self-worth of college students and makes them rely too much on external symbols to define themselves, but also exacerbates the polarization of college students, dilutes interpersonal relationships, and leads to a decrease in social integration. At the same time, the “pan-entertainment” consumption experience has given birth to hedonism and reduced the psychological quality of life of college students. In this regard, it is necessary to strengthen identity education and encourage peer adaptation, etc., to guide the alienation behavior of college students’ online consumption, help college students establish a correct concept of online consumption, and help them grow up healthily.