大学生网络消费异化成因及其矫正支持研究--以安徽省A大学为例

Research on Causes of College Students’Network Consumption Alienation and Its Correction and Support:A Case Study of X University in Anhui Province

网络消费异化现象正逐渐成为我国消费社会新兴突出问题之一。本研究以安徽省A大学为例,尝试将问卷调查法与无结构访谈法相结合获取相关数据,对当代大学生网络消费异化现象进行分析,将其归纳为消费结构异化、主体收支失衡、消费节点不均和商品功能选择失真四种表现类型。多维探析发现,该现象形成与消费资金增加、消费观念嬗变,消费工具更新和外部环境影响等因素密切相关。为了预防与避免这一现象产生,需要呼吁商品宣传回归使用价值,加强理性消费观念培养,强化消费者身份属性认识,同时提升消费转型升级速率,发挥家庭教育功能。

The alienation of network consumption is gradually becoming one of the emerging prominent problems in China’s consumer society.Taking X university in Anhui province as an example,this study attempts to combine questionnaire survey with unstructured interview to obtain relevant data and analyze the phenomenon of network consumption alienation of contemporary college students,which can be divided into four performance types:consumption structure alienation,imbalance of main body’s income and expenditure,uneven consumption nodes and distortion of commodity function selection.Multidimensional analysis shows that the formation of this phenomenon is closely related to the increase of consumption funds,the change of consumption concept,the renewal of consumption tools and the influence of external environment.In order to prevent and avoid this phenomenon,it is needed to call for the return of commodity publicity to the use value,strengthen the cultivation of rational consumption concept,strengthen the recognition of the identity of consumers,improve the rate of consumption transformation and upgrading,and play the role of family education.It is needed to work together in many ways in order to make a breakthrough.