社交电商环境下大学生朋克养生行为的驱动机制研究

Research on the Driving Mechanism of College Students’ Punk Health Preservation Behavior in the Social E-Commerce Environment

摘要: 繁重的学业、就业压力以及规律性欠缺的生活习惯等，使得当代大学生群体亚健康问题日益突出。与此同时，网络媒体的深度渗透与社交电商的兴起深刻重塑了大学生的健康消费行为模式，促使“朋克养生”行为广泛流行。研究发现，社交电商环境下大学生朋克养生行为呈现消费群体圈层化、跟风消费显著、养生产品电商化创新、消费行为符号化等特征；其驱动机制可从消费文化理论与社交电商营销逻辑的双重视角加以审视，表现为平台内容建构健康焦虑的焦虑驱动、KOL种草与社群互动形成的社交驱动、推荐系统构建消费闭环的算法驱动三重机制的交织作用。朋克养生行为既体现了大学生健康意识的觉醒，也带来了健康错觉、经济浪费与科学认知扭曲等消极效应。应从平台治理、高校赋能、商家自律、用户素养提升四个维度协同发力，引导朋克养生消费向健康理性方向转型。

Abstract: Against the backdrop of the in-depth advancement of the “Healthy China” strategy, the sub-health status of contemporary college students has become increasingly prominent, while the rise of social e-commerce has profoundly reshaped their health consumption behavior patterns. This study focuses on the driving mechanism of college students’ punk health preservation behavior in the social e-commerce environment. Based on an investigation and analysis of college students in Nanjing, the study systematically examines the current characteristics and formation mechanisms of this behavior. The research finds that in the social e-commerce environment, college students’ punk health preservation behavior exhibits distinct features, including the stratification of consumer groups, significant follow-the-trend consumption, e-commerce innovation of health products, and the symbolization of consumption behavior. The driving mechanism can be examined from the dual perspectives of consumer culture theory and social e-commerce marketing logic. It is manifested as the interplay of three mechanisms: anxiety-driven, in which platform content constructs health anxiety; social-driven, formed by KOL recommendations and community interactions; and algorithm-driven, in which recommendation systems create a consumption closed loop. Punk health preservation behavior not only reflects the awakening of college students’ health awareness but also brings negative effects, such as health illusion, economic waste, and distortion of scientific cognition. A collaborative effort from four dimensions—platform governance, university empowerment, merchant self-discipline, and user literacy improvement—is required to guide punk health preservation consumption toward a healthy and rational direction.