网络消费时代大学生网络消费的隐忧及对策
The Concerns and Countermeasures of College Students’ Online Consumption in the Internet Consumption Era

网络消费作为一种时尚、便捷且多样化的新兴消费方式，深受具备一定经济基础和消费能力的大学生群体的青睐。网络消费在给大学生带来便捷的同时，带来诸多方面的隐忧，主要存在算法推荐固化网络消费认知、商品营销冲击网络消费观念和电子支付淡化理性消费行为等方面的隐忧。大学生网络消费隐忧的存在，源于市场经济消费主义思潮冲击、政府对网络舆论管控力度不够、高校网络消费观教育缺失和大学生自身网络素养不足等多重因素。因此，在网络消费时代，加强对大学生网络消费的价值引导显得尤为重要。这就需要通过构建和谐网络消费环境、强化网络消费舆论引导、重视网络消费观念教育和加强大学生的自我教育等途径，引导大学生坚持健康的网络消费观念，为他们的全面发展提供有力支持。
As a fashionable, convenient, and diversified emerging mode of consumption, online consumption is favored by college students who have a certain economic foundation and purchasing power. While online consumption brings convenience to college students, it also brings concerns in various aspects, mainly including the solidification of online consumption cognition by algorithmic recommendations, the impact of product marketing on online consumption concepts, and the weakening of rational consumption behavior by electronic payments. The existence of concerns about college students’ online consumption stems from multiple factors, such as the impact of market economy consumerism trends, insufficient government control over online public opinion, the lack of education on online consumption concepts in universities, and the insufficient online literacy of college students themselves. Therefore, in the era of online consumption, it is particularly important to strengthen the value guidance of college students’ online consumption. This requires guiding college students to adhere to healthy online consumption concepts and provide strong support for their comprehensive development through constructing a harmonious online consumption environment, strengthening the guidance of online consumption public opinion, valuing the education of online consumption concepts, and enhancing college students’ self-education.