新媒体时代下大学生网络非理性消费行为研究

Research on the Irrational Consumption Behavior of College Students on the Internet in the New Media Era

摘要: 互联网的快速发展给人们生活带来便利的同时，网络消费成为人们的主要消费方式之一。“Z世代”大学生作为消费的特殊群体，急易受到网络上消费主义、超前消费、奢侈主义等各种消极影响，大学生的消费行为正处于前所未有的挑战。本文基于社会比较理论，行为经济学理论和认同理论，分析在互联网背景下影响大学生网络非理性行为的现象及成因。对此，对大学生网络消费行为建言献策，进行正确引导，树立良好的消费观念，助力其健康成长。

Abstract: While the rapid development of the Internet has brought convenience to people’s lives, online consumption has become one of the main modes of consumption for people. As a special group of consumption, “Generation Z” college students are susceptible to various negative influences such as online consumerism, advance consumption, luxuryism, etc. The consumption behavior of college students is facing unprecedented challenges. Based on the theory of social comparison, the theory of behavioral economics and the theory of identity, this article analyzes the phenomena and causes affecting the irrational behavior of college students on the Internet. In this regard, we should make suggestions on the online consumption behavior of college students, give correct guidance, establish a good consumption concept, and help them grow up healthily.