“先用后付”模式下大学生信用消费行为的电子商务审视与协同治理研究
E-Commerce Examination and Collaborative Governance of Credit Consumption Behavior among College Students under the “Buy Now Pay Later” Model

“先用后付”是数字金融时代推出的一种新的支付方式，以“先消费再付款，无任何手续费”的特点快速风靡电商领域。大学生作为年轻群体，消费观念与消费行为表现出极大的多元化特征，越来越多地采用信用消费的方式进行日常生活开销，但这类消费存在一定盲目性，在很大程度上会影响他们的学习生活，且不利于形成立体完整的消费观念与价值观念。本文基于电子商务环境与消费伦理视角，针对当前在电商平台广泛推行的“先用后付”模式下的大学生信用消费行为展开系统分析，阐释该模式下大学生信用消费行为的特征、风险及生成机理，解析“先用后付”通过零元下单、即时满足等方式重塑大学生消费场景认知与财富观念的过程，进而剖析其带来的过度消费、个人信用受损、法律纠纷及价值观异化等风险。要破解该问题需打破单一规制或法律层面的规制短板，构建起集思想引领、行为规范、制度保障于一体的多元共治体系，这对于有效防控相应金融风险具有一定借鉴意义，并积极回应了当代大学生消费价值观塑造这一思想政治教育的核心命题。
“Buy now pay later” is a new payment method introduced in the era of digital finance, rapidly gaining popularity in the e-commerce sector with its features of “consume first, pay later, and no fees.” As a young demographic, college students exhibit highly diversified consumption attitudes and behaviors, increasingly adopting credit-based spending for daily expenses. However, such consumption carries certain blind spots, significantly impacting their academic lives and hindering the formation of a well-rounded and holistic consumption and value concept. This paper, based on the perspectives of the e-commerce environment and consumer ethics, systematically analyzes the credit consumption behavior of college students under the “buy now pay later” model widely implemented on e-commerce platforms. It elucidates the characteristics, risks, and underlying mechanisms of college students’ credit consumption behavior under this model, and analyzes how “buy now pay later” reshapes college students’ perceptions of consumption scenarios and wealth through zero-down payments and instant gratification. Furthermore, it examines the risks associated with this model, including overconsumption, damage to personal credit, legal disputes, and the distortion of values. To address this issue, it is necessary to break through the limitations of single regulatory or legal frameworks and establish a multi-stakeholder governance system integrating ideological guidance, behavioral norms, and institutional safeguards. This approach holds significant reference value for effectively preventing corresponding financial risks and actively responds to the core proposition of ideological and political education: shaping the consumption values of contemporary college students.