小红书对“00后”大学生消费行为影响研究——以合肥地区为例

A Study on the Influence and Path of Xiaohongshu on the Consumption Behaviour of“Post-00”College Students——The Case of Hefei Region

移动互联网的崛起让小红书成为“00后”大学生广泛使用的社交平台。小红书的“种草”文化、推荐算法、商品推荐方式和便捷的操作使得“00后”大学生热衷于在小红书上进行消费,同时也产生盲目消费等问题,对大学生消费观念和价值观产生很大影响。政府、高校、平台和家庭应主动作为,从三个方面帮助“00后”大学生合理消费:强化平台监管、净化网络空间;加强思想教育、拆解符号化消费陷阱;抢占网络新阵地、传播正确消费理念。从而,认清符号化消费陷阱,形成正确消费选择和价值观念。

The rise of the mobile Internet has made Xiaohongshu a widely used social platform for“post-00”college students.The“grass”culture,recommendation algorithms and product recommendations,and convenient operation of Xiaohongshu have made“post-00”college students eager to consume on Xiaohongshu.At the same time,it also creates problems such as blind consumption,which has a great influence on the consumption concepts and values of“post-00”college students.The government,colleges and universities,platforms and families should take the initiative to help“post-00”college students to consume reasonably,identify symbolic consumption traps,and form correct consumption concepts and values by strengthening the supervision of platforms and purifying the cyberspace,strengthening ideological education and dismantling symbolic consumption traps,and occupying the new positions on the Internet and spreading correct consumption concepts.