大学生社交媒体使用对非理性消费行为的影响：反刍思维和上行社会比较的链式中介作用

The Impact of College Students’ Social Media Usage on Irrational Consumption Behavior: The Chain Mediating Role of Ruminative Thinking and Upward Social Comparison

摘要: 目的：研究当代大学生社交媒体使用、反刍思维、上行社会比较与非理性消费行为四变量间的内在关联，检验四者之间的作用路径，为帮助大学生正确使用社交媒体、理性消费提供实证研究支持和理论指导。方法：使用《主动和被动社交网站使用量表》《反刍思维量表》《上行社会比较量表》和《非理性消费行为量表》对325名大学生进行线上问卷调查。结果：1、主动性和被动性社交媒体使用、反刍思维、上行社会比较与非理性消费行为两两间均呈正相关关系。2、反刍思维、上行社会比较在主动性社交媒体使用和非理性消费行为之间的链式中介效应占比为21.7%；反刍思维、上行社会比较在被动性社交媒体使用和非理性消费之间的链式中介效应占比为10.2%。结论：社交媒体使用不仅会直接影响大学生的非理性消费行为，而且会在一定程度上通过反刍思维和上行会社会比较间接影响到大学生的非理性消费行为。因此我们可以通过引导学生合理使用社交媒体，减少大学生消极情绪的反刍，培养其正确的比较观，养成理性消费的习惯，从而提升其身心健康水平。

Abstract: Purpose: To investigate relationships between social media usage, ruminative thinking, upward social comparison, and irrational consumption behavior among contemporary college students, while exploring chain mediation roles of ruminative thinking and upward social comparison. Method: Data was collected through online questionnaires administered to 325 undergraduates, with the adoption of four validated scales, including the Active/Passive Social Media Usage Scale, Ruminative Thinking Scale, Upward Social Comparison Scale, and Irrational Consumption Behavior Scale. Results: 1. Positive correlations existed pairwise among all variables. 2. Chain mediation effects were identified, where ruminative thinking and upward social comparison chain mediated the relationships between active social media usage and irrational consumption (21.7% effect size) as well as between passive usage and irrational consumption (10.2% effect size). Conclusions: Social media usage directly influences irrational consumption while indirectly affecting it through ruminative thinking and upward social comparison. Interventions should focus on reducing negative emotional rumination and cultivating appropriate comparative perspectives to mitigate irrational consumption behaviors.