新生代消费者互联网消费行为的趋势变化和对策探析

Analysis of Trend Changes and Countermeasures of Internet Consumption Behaviours of New Generation Consumers

在社交电商和网红直播等新型网络购物模式兴起后,作为新时代消费者主力群体的大学生其网购行为也发生了明显改变。本文通过调查分析600多位在校学生发现,大学生存在过度依赖网购、受周围环境影响等问题,同时当代大学生在支付上逐步依赖互联网消费金融,导致负债加剧趋势。因此,学校、家庭要共同努力培养大学生理性消费观,政府加强对网购平台和互联网金融平台的监管,以更好地应对未来社会消费趋势的变化。

After the rise of new online shopping models such as social e-commerce and online celebrity live-broadcasting,the online shopping behaviors of college students,the main group of consumers in the new era,have also changed significantly.This paper finds through a survey and analysis of more than 600 students at universities that college students have problems such as over-reliance on online shopping and being influenced by the surrounding environment,while contemporary college students gradually rely on Internet consumer finance for payment,leading to a trend of increased debts.Therefore,it is necessary to cultivate the rational consumption concept of college students through the joint efforts of universities and families,and the government should strengthen the supervision of online shopping platforms and Internet financial platforms to better cope with future changes in social consumption trends.