社会心理学视角下大众网络消费异化分析

Analysis of Mass Internet Consumption Alienation from Social Psychology Perspective

随着网络信息化的深入发展及其与大众消费行为的融合,网络消费异化现象逐渐形成,不仅对人们传统的消费心理产生不容忽视的影响,也逐步成为一种普遍的社会现象。社会心理学研究的是一定社会条件和地理环境中人们形成的广泛的、共同的心理,而网络消费异化与人们的网购行为及现代社会生活紧密相连,实质上是大众集体形成的无意识的符号消费,在网络环境中产生新的变化和特点,也体现着一种兼具文化影响和个人感知变化所形成的社会心理。对人们在网购过程中产生的心理变化的研究不仅有利于理论发展,也有助于人们正确了解自身情绪的产生原因,形成健康的消费观。

With the in-depth development of network informationization and its integration with mass con-sumption behavior, the phenomenon of online consumer alienation is gradually taking shape, which not only has a significant impact on people’s traditional consumption psychology, but also gradually becomes a common social phenomenon. Social psychology studies the extensive and common psychology formed by people in certain social conditions and geographical environment, and the alienation of online consumption is closely related to people’s online shopping behavior and modern social life, which is essentially an unconscious symbolic consumption formed by the masses collectively, generating new changes and characteristics in the online environment and reflecting a social psychology formed by both cultural influence and personal perception changes. The study of the psychological changes in the process of online shopping is not only beneficial to theoretical development, but also helps people to correctly understand the causes of their emotions and form a healthy view of consumption.