互联网时代大学生网络消费行为异化及应对策略研究

Research on Alienation of College Students’ Online Consumption Behavior and Corresponding Strategies in the Internet Era

摘要: 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。

Abstract: 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.