从符号消费到价值回归：青年“反向消费”的多维透视与电商平台治理响应

From Symbolic Consumption to Value Return: A Multi-Dimensional Perspective on Youth “Reverse Consumption” and the Governance Response of E-Commerce Platforms

摘要: 近年来，青年群体中兴起一股“反向消费”浪潮，表现为热衷平替、二手交易与团购拼单等消费实践，与追求品牌符号的传统消费主义形成鲜明对照。研究引入符号消费理论与平台治理视角，构建“动因–形态–影响–响应”的分析框架，探讨这一现象的内在逻辑及其对电商平台的结构性挑战。研究发现，反向消费的本质是青年对消费主义符号逻辑的自觉抵抗，以及对使用价值与情感价值的重新发现；这一转变推动平台从流量驱动转向供应链深耕、从品牌溢价转向信任机制重构。研究为理解当代青年消费文化转型及平台经济调适提供理论参照。

Abstract: In recent years, a wave of “reverse consumption” has emerged among youth, manifesting in practices such as seeking budget-friendly alternatives, engaging in second-hand transactions, and participating in group buying. This trend stands in sharp contrast to traditional consumerism focused on brand symbolism. Introducing perspectives from symbolic consumption theory and platform governance, this study constructs an analytical framework of “motivations-forms-impacts-responses” to explore the internal logic of this phenomenon and its structural challenges to e-commerce platforms. The research finds that the essence of reverse consumption is a conscious resistance by youth to the symbolic logic of consumerism, coupled with a rediscovery of use value and emotional value. This shift prompts platforms to transition from traffic-driven models to deep supply chain cultivation, and from reliance on brand premiums to reconstructing trust mechanisms. The study provides a theoretical reference for understanding the transformation of contemporary youth consumption culture and the adaptation of the platform economy.