直播电商情境下大学生超前消费行为及其价值引导路径研究

Research on University Students’ Advanced Consumption Behavior in Live E-Commerce and Value-Oriented Guidance Paths

摘要: 数字经济快速发展背景下，直播电商已成为大学生日常消费的重要场域和生活方式之一。在平台算法推荐、主播话术煽动以及“先买后付”等新型支付工具的共同作用下，部分大学生出现超前消费、冲动消费甚至债务负担等问题，既影响其学习生活，也不利于其健全消费观念与价值观的形成。基于文献研究、规范分析与案例研究等方法，本文在梳理直播电商与超前消费相关概念的基础上，呈现大学生在直播电商情境下的超前消费行为特征，深入分析其在平台技术逻辑、消费主义文化、家校引导不足以及个体价值诉求等层面的综合成因。进而从完善制度规制、压实平台责任、强化高校“大思政课”协同育人功能以及发挥家庭与自我教育作用等方面，提出面向大学生群体的理性消费价值引导路径。研究旨在为规范直播电商发展、优化青年消费生态和提升高校育人实效提供一定的理论参考与实践启示。

Abstract: Against the backdrop of rapid digital economic development, live-streaming e-commerce has become a significant arena for daily consumption and a lifestyle choice among university students. Under the combined influence of platform algorithmic recommendations, influencer rhetoric, and novel payment tools such as “buy now, pay later” schemes, some students have developed problematic behaviours including excessive consumption, impulsive spending, and even mounting debt burdens. These issues not only disrupt their academic and personal lives but also hinder the formation of sound consumption attitudes and values. Employing literature review, normative analysis, and case studies, this paper first clarifies concepts related to live-streaming e-commerce and excessive consumption. It then delineates the characteristics of excessive consumption behaviours among university students within this context, conducting an in-depth analysis of the multifaceted causes. These include the technological logic of platforms, consumerist culture, inadequate guidance from home and school, and individual value pursuits. Subsequently, it proposes pathways for guiding rational consumption values among university students through enhancing institutional regulation, reinforcing platform accountability, strengthening the collaborative educational role of universities’ “ideological and political education courses”, and leveraging the influence of family and self-education. This research aims to provide theoretical reference and practical insights for regulating the development of live-streaming e-commerce, optimising the youth consumption ecosystem, and enhancing the effectiveness of university education.