大学生网络购物的心理透视及教育引导

Psychological Insights and Guidance of College Students' Online Shopping Behavior

网络购物在大学生群体中已经成为一种比较稳定且普遍的购物方式。大学生网络购物背后有三省心理(省时、省事、省钱)、好奇心理、从众心理、冲动心理、达人心理、娱乐心理和发泄心理。针对这七种心理,可以从合理认知网购体验,理性约束网购行为,开展网络消费教育,弘扬生态消费文化,构建良好的网络消费环境几方面来引导大学生网络消费向健康有序的方向发展。

Among College students, online shopping has become a relatively stable and common way of shopping. Through qualitative research, we found several psychologies concerning college students＇ online shopping behavior： three-saving psychology （saving time, trouble and money）, curiosity, conformist psychology, impulsive psychology, fashionable psychology, entertainment psychology and venting psychology. According to these seven psychologies, five kinds of countermeasure were proposed： forming sensible cognition of online shopping experiences, constraining online shopping behavior rationally, conducting online consuming education, promoting ecological consumption culture, building good environment of online shopping, thus, guiding college students＇ network consumption to a healthy and orderly orientation.