内容电商平台推荐机制对大学生非理性消费影响因素及引导路径

The Impact of Content E-Commerce Recommendation Algorithms on Irrational Consumption among College Students: Influencing Factors and Guidance Strategies

摘要: 基于S-O-R理论与行为经济学视角，通过383份问卷数据，研究内容电商平台推荐机制对大学生非理性消费的影响。研究发现，推荐机制对大学生非理性消费倾向具有显著正向影响；情绪推荐反应与社交推荐认同均在其中发挥部分中介作用，其中情绪路径作用更强。即时满足偏好虽显著正向影响非理性消费，但其调节作用未获支持。本文提出从平台治理、高校教育与个体自我管理等方面协同干预，引导大学生理性消费。

Abstract: Drawing upon the S-O-R (Stimulus-Organism-Response) framework and behavioral economics perspectives, this study examines the impact of recommendation mechanisms on content e-commerce platforms on college students’ irrational consumption, based on survey data collected from 383 valid questionnaires. The findings reveal that recommendation mechanisms exert a significant positive influence on college students’ irrational consumption tendencies. Both emotional recommendation response and social recommendation identification serve as partial mediators in this relationship, with the emotional pathway exhibiting a stronger indirect effect. Although immediate gratification preference significantly and positively predicts irrational consumption, its moderating effect is not supported by the data. This paper advocates for coordinated interventions encompassing platform governance, higher education initiatives, and individual self-management strategies to guide college students toward more rational consumption behavior.