社交电商经济下大学生圈层化身份认同的消费行为研究

Research on Consumer Behavior of Layered Identity among College Students in the Social E-Commerce Economy

摘要: 随着社交电商经济的飞速增长，大学生的消费行为和身份认同模式也发生了深刻的变化。本研究主要关注大学生在社交电商平台上形成的“圈层化身份认同”这一现象，并深入探讨了其消费行为的表现形态、生成逻辑与引导路径。研究发现，大学生在社交电商中通过符号消费、圈层推荐依赖和即时性消费等方式，将消费行为嵌入其所属的趣缘圈层，这样的消费不仅满足了物质上的需求，而且也成为了身份认同和归属感构建的关键渠道。圈层化身份认同的形成是由社会文化、平台机制和个体动机这三个维度共同推动的，这不仅体现了大学生亚文化的表达逻辑，同时也揭示了身份焦虑、算法固化和消费异化等问题。基于此，本文分别从平台治理、学校教育、家庭与社会协同三个层面，以及大学生自身的消费反思展开论述，从而为促进大学生在圈层消费中实现理性认同与健康消费的统一提供理论参考。

Abstract: With the rapid growth of the social e-commerce economy, the consumer behavior and identity formation patterns of college students have undergone profound changes. This study focuses on the phenomenon of “layered identity” formed by college students on social e-commerce platforms, and delves into the manifestations, formation logic, and guidance pathways of their consumer behavior. The research finds that within social e-commerce, college students embed their consumption into their interest-based circles through symbolic consumption, circle recommendation dependency, and instant consumption. Such consumption not only fulfills material needs but also becomes a key channel for constructing identity and a sense of belonging. The formation of layered identity is jointly driven by three dimensions: sociocultural factors, platform mechanisms, and individual motivation. This reflects the expressive logic of college student subculture while simultaneously revealing issues such as identity anxiety, algorithmic solidification, and consumption alienation. Building on this, this paper elaborates on platform governance, school education, and family and societal collaboration, as well as college students’ own consumption reflection, thereby offering a theoretical reference for fostering the integration of rational identity and healthy consumption among college students within circle consumption.