内容电商平台对Z世代大学生婚恋消费观的影响——电商逻辑与心理机制的交互视角

The Influence of Content E-Commerce Platform on the Marriage and Dating Consumption Views of Generation Z College Students—The Interactive Effects of E-Commerce Logic and Psychological Mechanisms

摘要: 随着电子商务的深入发展，内容电商平台(如小红书、抖音、B站)已然成为重塑Z世代大学生婚恋消费观的关键力量。本综述基于电子商务理论，结合心理学视角，深入剖析内容电商平台借助场景化、内容化、社群化和数据化手段，对大学生婚恋消费观产生的塑造机制。研究发现，内容电商平台不仅凭借商业逻辑影响消费行为，更通过激活社会比较、情感联结、自我建构等心理机制，深度融入大学生的婚恋生活。这种影响呈现出双向建构的显著特征：平台定义了“理想婚恋”的物质脚本，而大学生的消费行为又反向塑造了平台的供给生态。本文通过整合电商运营逻辑与心理学理论，为理解数字时代的婚恋消费转型提供了全新视角，并对未来研究方向提出了建设性建议。

Abstract: With the in-depth development of e-commerce, content e-commerce platforms (such as Xiaohongshu, Douyin, and Bilibili) have emerged as pivotal forces reshaping the marriage and dating consumption views of Generation Z college students. Based on e-commerce theory and integrating a psychological perspective, this review provides an in-depth analysis of the shaping mechanisms by which content e-commerce platforms influence college students’ marriage and dating consumption views through scenario-based, content-driven, community-oriented, and data-driven approaches. The study reveals that content e-commerce platforms not only impact consumption behaviors through commercial logic but also deeply integrate into the marriage and dating lives of college students by activating psychological mechanisms such as social comparison, emotional connection, and self-construction. This influence exhibits notable bidirectional construction characteristics: platforms define the material scripts of an “ideal marriage and dating”, while college students’ consumption behaviors, in turn, shape the supply ecosystem of the platforms. By integrating e-commerce operational logic with psychological theories, this paper offers a novel perspective for understanding the transformation of marriage and dating consumption in the digital age and provides constructive suggestions for future research directions.