大学生网络购物自我认同的建构——从个体层面看

随着互联网的迅速发展,网络购物越来越受到人们的关注。它作为一种不同于传统购物的新兴消费形式,正以其独特的力量改变着社会生活的方方面面。作为白领阶层后备军的大学生是网络购物中的最主要群体,其参与网络购物具有深刻的社会学意义。本研究发现,网络购物作为一种新型消费形式,是对传统消费形式的继承和创新,消费社会学中的自我认同理论适用于网络购物。在大学生网络购物中,网络购物满足大学生符号性、体验性和功能性需求;自我认同是社会面向和个人面向的整合;自我认同是一个不断建构的过程。

Self-identity Construction of College Students in Online Shopping

With the rapid development of the internet,online shopping attracts increasingly more attention.As a new consumption way,it has made changes in every aspect of social life with its unique power.College students who are a reserve of white collar class constitute a major part in online shopping.Their participation in online shopping has profound sociological significance.It has been found that online shopping is the inheritance and innovation of the traditional consumption pattern.The self-identity theory in consumption sociology is suitable for online shopping.The demands of symbolism,experience and functionality of college students can be satisfied in online shopping.Self-identity integrates the identity from both social aspect and individual aspect.Self-identity is fulfilled in a unceasing process.