大数据“杀熟”背景下大学生电商消费存在问题和优化策略研究

Study on the Problems and Optimization Strategies of College Students’ E-Commerce Consumption under the Background of Big Data “Price Discrimination”

摘要: 随着数字经济发展，我国的网络购物用户规模显著增加。大学生作为新时代电商消费的主力军，在面对大数据杀熟时的行为反应值得我们关注。本文对大学生在电商消费中的反向驯化行为进行评估，将大学生反向驯化行为分为信息获取、行为对抗、群体协作、需求调整四类，具有主动性、群体性、技术性与有限性特征。其心理动机包括感知不公的补偿、风险规避的防御等五类。从个人、群体、社会层面评估，该行为能减少经济损失、倒逼平台改进、促进行业规范，但也存在消耗精力、协作效率低、效果有限等问题。最后从大学生个人、电商平台、政府监管、社会层面提出对策，以提升反向驯化效果，保护大学生消费权益，同时拓展驯化理论边界，完善大学生消费者行为研究体系。

Abstract: With the development of the digital economy, the scale of online shopping users in China has increased significantly. As the main force of e-commerce consumption in the new era, college students’ behavioral responses when facing big data price discrimination deserve our attention. This paper evaluates the reverse domestication behavior of college students in e-commerce consumption, classifies such behavior into four categories—information acquisition, behavioral resistance, group collaboration, and demand adjustment—and points out that it possesses the characteristics of initiative, collectiveness, technicality, and limitation. Its psychological motivations include five types, such as compensation for perceived injustice and defense for risk avoidance. From the perspectives of individual, group, and society, this study finds that the reverse domestication behavior can reduce economic losses, drive e-commerce platforms to make improvements, and promote industry standardization. However, it also has problems including energy consumption, low collaboration efficiency, and limited effectiveness. Finally, countermeasures are proposed from the levels of college students themselves, e-commerce platforms, government supervision, and society. These countermeasures aim to enhance the effect of reverse domestication and protect college students’ consumption rights and interests. Meanwhile, this research expands the boundary of domestication theory and improves the research system of college students’ consumer behavior.