大学生网络消费心理初探及引导策略

Study on College Students' Network Consumption Psychology and Intervention Strategies

大学生是网络消费的主流群体,本文以山东师范大学、山东艺术学院、齐鲁工业大学、山东劳动职业技术学院4所院校的在校大学生为研究对象,通过抽样调查及统计分析,对大学生的网络消费行为进行研究,研究表明大学生网络消费具有追求方便快捷、物美价廉、个性时尚、独立自主的心理动机,同时存在从众和惯性消费心理等特点。针对网络消费易使大学生产生网络依赖和网购成瘾、诱导盲目消费和冲动消费、助长攀比虚荣的不良风气等问题,文章提出了树立理性消费观念、培养科学理财能力、提高法律维权意识的引导策略。

College students are the mainstream of network consumption. In this paper, students of Shandong Normal University, Shandong College of Arts, Qilu industrial university and Shandong labor vocational and technical college are taken as the research object. By sampling and statistical analysis, this paper studies on the network consumption behavior of the college students, and the research shows that college students＇ network consumption has the features of preferring rapidness and convenience, the inexpensive goods with high quality, the fashion personality and the independent mentality, and the popular consumption. As the network consumption easily causes that the students have the bad atmosphere on network and online shopping addiction, produce blind consumption and impulsive consumption, vanity, etc., this paper proposes the guiding strategies of establishing the concept of rational consumption, culturing scientific financial management capacity, and improving the legal consciousness.