抖音平台直播电商中大学生符号消费的表现形式、生成逻辑与引导路径

The Manifestations, Formation Logic, and Guidance Pathways of Symbolic Consumption among College Students in Douyin’s Live Stream E-Commerce

摘要: 随着短视频与直播电商的快速发展，抖音平台已成为大学生消费的重要场域。本文基于符号消费理论，从表现形式、生成逻辑及引导路径三个维度对大学生在抖音直播电商中的符号消费行为进行分析。研究发现，大学生的消费行为呈现出明显的符号化特征，主要表现为形象消费、情绪消费、社交消费和狂欢消费，通过商品选择、展示与互动实现自我身份建构、情感调节和群体认同。符号消费的生成逻辑主要包括消费场景助长大学生自我表达与身份建构、营销行为塑造大学生消费活动与群体认同，以及情感需求驱动大学生情感补偿与即时满足。为了防止由此引发的诸如身份焦虑、盲目跟风和情绪依赖等问题泛滥，本文提出优化平台场景设计，疏解身份建构焦虑、规范平台营销行为，强化主体责任、关注个体情感需求，夯实价值教育的综合引导策略，以促进大学生形成理性、可持续的消费观。

Abstract: With the rapid development of short video and live stream e-commerce, the Douyin platform has become an important domain for consumption among college students. Based on the theory of symbolic consumption, this paper analyzes the symbolic consumption behavior of college students in Douyin’s live stream e-commerce from three dimensions: manifestations, underlying logic, and guidance pathways. The study finds that college students’ consumption behavior exhibits distinct symbolic characteristics, primarily manifested as image consumption, emotional consumption, social consumption, and carnival-style consumption. Through product selection, display, and interaction, they achieve self-identity construction, emotional regulation, and group affiliation. The underlying logic of this symbolic consumption mainly includes: consumption scenarios facilitating self-expression and identity construction; marketing behaviors shaping consumption activities and group identity; and emotional needs driving emotional compensation and instant gratification. To prevent the proliferation of associated issues such as identity anxiety, blind conformity, and emotional dependence, this paper proposes comprehensive guidance strategies. These include optimizing platform scenario design to alleviate identity construction anxiety, standardizing platform marketing practices to strengthen primary responsibility, and addressing individual emotional needs to reinforce value education, thereby fostering the development of a rational and sustainable consumption outlook among college students.