“慢就业”背景下大学生电商副业选择的心理路径研究：基于积极心理资本的视角

A Study on the Psychological Path of College Students’ E-Commerce Side Hustle Choices under the “Slow Employment” Background: From the Perspective of Positive Psychological Capital

摘要: “慢就业”已成为高校毕业生应对严峻就业形势的普遍现象，电商副业因其低门槛、高灵活性等特点，成为其重要的过渡性职业选择。现有研究多关注宏观就业结构，缺乏对个体内在心理机制的深入探讨。基于此，本文从积极心理资本理论视角出发，构建了“电商平台特性–积极心理资本–电商副业选择行为”的分析框架，旨在揭示大学生选择电商副业的内在心理路径。研究指出，电商平台的低门槛、灵活性、即时反馈和试错空间四大核心特性，分别有效激活并强化了大学生的自我效能感、希望感、乐观感与韧性。这些心理资本要素通过“启动–提升–转化”三阶段动态演进，推动大学生从被动尝试转向主动投入，最终实现持续运营、职业转化或能力迁移。本研究为高校开展融合心理赋能的就业指导、电商平台优化扶持生态以及政府完善灵活就业政策提供了理论依据与实践启示。

Abstract: “Slow employment” has become a prevalent phenomenon among college graduates responding to the severe employment situation. Due to features like low barriers to entry and high flexibility, e-commerce side hustles have emerged as a significant transitional career choice for them. Existing research primarily focuses on macro employment structures, lacking an in-depth exploration of individuals’ internal psychological mechanisms. Addressing this gap, this paper, from the perspective of positive psychological capital theory, constructs an analytical framework of “E-commerce Platform Characteristics-Positive Psychological Capital-E-commerce Side Hustle Choice Behavior” to reveal the internal psychological path influencing college students’ choice of e-commerce side hustles. The study indicates that four core characteristics of e-commerce platforms—low barriers to entry, flexibility, immediate feedback, and tolerance for trial and error—effectively activate and strengthen college students’ self-efficacy, hope, optimism, and resilience, respectively. These elements of psychological capital evolve dynamically through three stages: initiation, enhancement, and transformation, propelling students from passive experimentation to active engagement, and ultimately leading to sustained operation, career transition, or skill transfer. This research provides theoretical foundations and practical insights for universities to develop employment guidance integrated with psychological empowerment, for e-commerce platforms to optimize their support ecosystems, and for the government to refine policies related to flexible employment.