电商直播业态下高校学生价值观引导策略

Values Guidance Strategies for College Students in the E-Commerce Live Streaming Industry

摘要: 在数字经济蓬勃发展的背景下，电商直播已成为高校学生消费、社交与职业探索的重要场景。该业态兼具商业属性与社交属性，在重塑学生生活方式的同时，也对其消费价值观、职业价值观、诚信价值观与社会责任价值观产生双重影响。本文基于计划行为理论、符号互动理论与社会主义核心价值观教育理论，通过问卷调查与深度访谈，系统分析电商直播业态下高校学生的价值观现状与异化风险，揭示“平台算法推送–主播示范效应–同伴群体影响–自我认知偏差”的影响机制。研究发现，高校学生在直播场景中存在消费主义倾向凸显、职业认知片面化、诚信意识弱化等问题。基于此，构建“高校主导、政府监管、平台自律、学生自治”的四维协同引导体系，从教育供给、制度保障、技术优化、自我赋能四个维度提出具体策略，为新时代高校价值观教育创新提供理论支撑与实践参考。

Abstract: Against the backdrop of the vigorous development of the digital economy, e-commerce live streaming has become an important scenario for college students’ consumption, social interaction, and career exploration. This industry integrates both commercial and social attributes; while reshaping students’ lifestyles, it exerts dual impacts on their consumption values, occupational values, integrity values, and social responsibility values. Based on the Theory of Planned Behavior, Symbolic Interactionism Theory, and the Theory of Socialist Core Values Education, this study systematically analyzes the current status of college students’ values and potential alienation risks in the e-commerce live streaming context through a questionnaire survey and in-depth interviews. It reveals the influence mechanism of “platform algorithm recommendation—anchor demonstration effect—peer group impact—self-cognitive bias”. The research finds that college students exhibit prominent consumerist tendencies, one-sided occupational cognition, and weakened integrity awareness in live streaming scenarios. Accordingly, a four-dimensional collaborative guidance system of “university leadership, government supervision, platform self-regulation, and student autonomy” is constructed. Specific strategies are proposed from four dimensions: educational supply, institutional guarantee, technological optimization, and self-empowerment, providing theoretical support and practical reference for the innovation of college values education in the new era.