网购成瘾行为的心理成因与综合干预策略研究

Research on the Psychological Causes and Comprehensive Intervention Strategies of Online Shopping Addiction Behavior

摘要: 本文聚焦网购成瘾现象，在阐述网络购物、成瘾行为及网购成瘾概念的基础上，深入剖析其多维心理成因，涵盖个体心理的自我认同危机与情绪调节错位、社会文化层面消费主义叙事与群体压力的共谋，以及技术环境中算法茧房与设计陷阱的双重诱导。同时，详细探讨了网购成瘾在购物频率、购买行为、心理依赖及忽视实际需求等方面的具体表现，以及对个体、社会和制度层面产生的广泛影响。进而从个体重建消费认知与培育心理韧性、社会破解文化迷思与重塑消费生态、制度构建支持体系与强化环境治理三个层面提出综合干预策略。研究表明，网购成瘾是个体在社会变迁中迷失自我、受消费主义和技术资本主义影响的结果，解决此问题需个体、社会和制度协同发力，以促进个体健康消费，推动社会文明进步。

Abstract: This article focuses on the phenomenon of online shopping addiction. Based on the elaboration of the concepts of online shopping, addictive behavior, and online shopping addiction, it deeply analyzes the multi-dimensional psychological causes, including the crisis of self-identity and the misalignment of emotional regulation at the individual psychological level, the collusion of consumerist narratives and group pressure at the social and cultural level, and the dual inducements of algorithmic echo chambers and design traps in the technological environment. At the same time, it elaborately discusses the specific manifestations of online shopping addiction in terms of shopping frequency, purchasing behavior, psychological dependence, and neglect of actual needs, as well as its wide-ranging impacts on individuals, society, and the institutional level. Furthermore, it proposes comprehensive intervention strategies from three levels: individual reconstruction of consumption cognition and cultivation of psychological resilience, social resolution of cultural myths and reshaping of the consumption ecosystem, and institutional construction of support systems and strengthening of environmental governance. The research indicates that online shopping addiction is the result of individuals losing themselves in social changes and being influenced by consumerism and technological capitalism. Solving this problem requires the concerted efforts of individuals, society, and institutions to promote healthy consumption and advance social civilization.