大学生网络消费异化及其对策
Alienation of College Students’ Online Consumption and Its Countermeasures

随着网络消费的规模和速度的迅猛发展，消费异化现象时有发生，以消费异化为理论基础，分析出作为网络消费主力军的大学生在享受网络消费带给他们的物质与精神满足的同时，也在消费中出现了消费行为异化、消费心理异化、消费目的异化等问题。在此基础上分析其形成的原因，针对网络资本营销逐利、消费教育缺乏针对性、自身消费观念存在偏差的现实原因，要加强网络平台的监管；提高高校消费教育的重视程度；树立正确的消费观。
With the rapid development of the scale and speed of network consumption, the phenomenon of consumption alienation occurs from time to time. Based on the theory of consumption alienation, we analyze that college students, who are the main force of network consumption, enjoy the material and spiritual satisfaction brought by network consumption, and at the same time, they also have the problems of alienation of consumption purpose, alienation of consumption behaviors, alienation of consumption psychology, etc. on the basis of this analysis, we should strengthen the supervision of network platforms, improve the attention of consumption education in colleges and universities, and set up correct consumption concepts. On this basis, we analyze the reasons for its formation, and in view of the realistic dilemma of profit-seeking network capital marketing, lack of pertinence of consumption education, and deviation of their own consumption concepts, we need to strengthen the supervision of network platforms; improve the attention of consumption education in colleges and universities; and establish a correct concept of consumption.