基于心理账户视角的大学生线上非理性消费研究
A Study on Online Irrational Consumption of College Students Based on Mental Account Perspective

在数字化时代背景下，线上消费成为日常生活的重要组成部分，特别是在大学生群体中，由于互联网的高度普及和移动支付的便利性，线上消费行为越发频繁。然而，随之而来的是大学生线上非理性消费行为的增加。大学生的线上非理性消费主要表现为冲动购物、过度信贷消费和受社交媒体影响的消费行为。这些行为不仅源于大学生对即时满足的追求和对财务后果认知的缺失，也与线上消费环境的特性密切相关。本文从心理账户理论的视角，深入探讨了大学生线上非理性消费行为的成因及其影响，旨在为减少此类消费行为提供策略和建议。通过提高大学生的财务知识教育、引导合理设定和管理心理账户，以及创建健康的社交媒体消费环境等措施，共同促进大学生形成理性的消费习惯和观念。本文为理解大学生线上消费行为提供了新的视角，并为促进大学生财务健康和个人发展提出了有益的建议。
In the context of the digital age, online consumption has become an important part of daily life, especially among college students. Due to the high popularity of the Internet and the convenience of mobile payment, online consumption behavior is becoming more and more frequent. However, it is followed by the increase of irrational consumption behavior of college students online. The irrational online consumption of college students is mainly manifested as impulse shopping, excessive credit consumption and consumption behavior influenced by social media. These behaviors are not only due to college students’ pursuit of instant gratification and lack of awareness of financial consequences, but also closely related to the characteristics of the online consumption environment. From the perspective of psychological account theory, this paper discusses the causes and influences of college students’ irrational online consumption behavior, aiming at providing strategies and suggestions for reducing such consumption behavior. Through improving the financial knowledge education of college students, guiding the reasonable setting and management of psychological accounts, and creating a healthy social media consumption environment, we can jointly promote the formation of rational consumption habits and concepts of college students. This paper provides a new perspective for understanding college students’ online consumption behavior, and puts forward useful suggestions for promoting college students’ financial health and personal development.