网络社会对青年符号消费动机的影响

The Influence of Network Society on Young People’s Symbol Consumption Motivations

当代青年是与网络联接最为紧密的群体,网络生活改变着他们的符号消费行为。符号消费动机可分为社会性和个我性两类。网络化和图像化转变或再造了消费的环境因素,如社会文化、消费情境、享用情境等,它们对青年符号消费两类动机的影响是不同的,总体来说,对阶层和财富炫耀倾向有抑制作用,对个性价值、审美需求有强化作用。通过消费行为表象探察当代青年特有的心理与情感诉求,从社会规范约束和学校教育等方面顺应积极趋势、杜绝不良商业诱导,可以更有效地引领青年群体形成积极健康的社会心态。

The contemporary youth is the group most closely connected with the Internet,with the network life changing their symbol consumption behavior.Their symbol consumption motivations can be divided into social and ego motivations.Digital networking and visualization change or rebuild the environmental factors of consumption,such as social culture,consumption circumstances,enjoyment context and so on,which have different influences on the two motivations of young people’s symbol consumption.Generally speaking,they have an inhibitory effect on showing off class identification and wealth,and a strengthening effect on individual value and aesthetic demand.By exploring the unique psychological and emotional demands of contemporary young people through their consumption behavior,following the positive trend from the aspects of social norms and constraints and school education,and putting an end to bad commercial allurements,we can more effectively lead young people to form a positive and healthy social mentality.