内容电商平台对Z世代大学生消费行为与消费观的影响研究

Study on the Impact of Content E-Commerce Platforms on the Consumption Behavior and Consumption Views of Generation Z College Students

摘要: 随着内容电商平台的兴起，Z世代大学生作为互联网“原住民”，其消费行为与消费观念正发生显著变化。本文立足内容电商平台的内容驱动、社交嵌入与算法推荐等核心机制，客观分析其对大学生消费行为的影响，指出其消费方式呈现出兴趣导向、社交化、碎片化等新特征。在此基础上，进一步探讨技术伦理、资本逻辑和社交逻辑如何深度塑造大学生的消费观念，揭示其中潜在的非理性倾向与价值观异化问题。为应对这一趋势，文章提出从主体自觉、平台规制与政策引导三个维度出发，促进大学生形成理性、多元、可持续的消费理念。本文旨在为理解内容电商语境下青年群体的消费变迁提供理论参考与现实启示。

Abstract: With the rise of content e-commerce platforms, Generation Z college students, as ‘natives’ of the internet, are experiencing significant changes in their consumption behavior and attitudes. This article objectively analyzes the impact of content e-commerce platforms, focusing on their core mechanisms such as content-driven, social integration, and algorithmic recommendations, highlighting new characteristics in their consumption patterns, including interest-driven, socialized, and fragmented behaviors. Building on this analysis, it further explores how technology, capital, and social logic deeply shape the consumption concepts of college students, revealing potential irrational tendencies and value distortions. To address this trend, the article proposes promoting rational, diverse, and sustainable consumption philosophies among college students from three dimensions: self-awareness, platform regulation, and policy guidance. The aim is to provide theoretical references and practical insights for understanding the consumption changes among young people in the context of content e-commerce.