心理人类学视域下电商时代的消费陷阱分析

Research on the Consumption Trap in the E-Commerce Era from the Perspective of Psychological Anthropology

摘要: 心理人类学理论认为，人们在不同的社会历史环境会产生不同的人格和社会心理，而当前自媒体和电子商务平台等快速发展，人们的从众心理，薅羊毛心理以及追求仪式感的心理逐渐被放大和利用。商家们针对消费者的不同心理，设计出刷高销量、虚假宣传、诱使消费等消费陷阱。这些消费陷阱既损害了消费者的利益，又不利于我国经济健康长远的高质量发展。必须通过法律来规范商业行为，商家要自觉合法经营，保持道德和良心，消费者更要认清消费陷阱，理性消费。

Abstract: People can develop different personalities and psychologies under different social and historical situations according to psychological anthropology. With the rapid development of the “self-media” and e-commerce, people’s herd mentality, the pursuit of low-priced goods and the willingness to gain a sense of ritual are gradually amplified and utilized. Businessmen take advantage of consumers’ different psychologies and they hire people to make false trade thereby increasing their quantity of sales, mendacity publicity, inducing consumption, and so on. These consumption traps are detrimental to the interests of consumers. Besides, they are not conducive to the long-term, healthy and high-quality development of China’s economy. The strategies of business must be regulated under the force of law, businesses should be operated legally in accordance with morality and conscience, and consumers should get to know about these consumption traps and consume rationally.