Research on the Problems and Strategies of College Students’ Consumer Psychology in the Digital E-Commerce Model—Based on the Perspective of Group Psychology

在数字技术深度渗透消费领域的背景下，电商平台成为大学生群体消费渠道的主要选择。从群体心理学的视角来看，大学生的消费观在电商平台的算法推荐与社群传播耦合作用下呈现三重异化特征：符号化消费依赖、即时满足与情绪代偿、群体趋同与认知窄化。为此，引导高校大学生树立正确的消费观、金钱观和价值观十分重要。破解大学生消费困局需构建认知解构、技术治理与价值重塑的协同体系，即构建多维度消费教育体系，破解盲目跟风消费困境，强化金融监管与风险教育，遏制超前消费恶性循环，重塑商品价值认知，消解符号消费异化倾向建立技术–制度–教育协同防线，抵御网络诈骗风险。In the context of the deep penetration of digital technology into the consumer field, e-commerce platforms have become the main choice for college students as a consumption channel. From the perspective of group psychology, the consumption views of college students exhibit triple alienation characteristics under the coupling effect of algorithm recommendation and community communication on e-commerce platforms: symbolic consumption dependence, instant satisfaction and emotional compensation, group convergence and cognitive narrowing. Therefore, it is very important to guide college students to establish correct consumption, money, and value concepts. To solve the consumption dilemma of college students, it is necessary to establish a collaborative system of cognitive deconstruction, technological governance, and value reshaping, that is, to build a multidimensional consumption education system, to solve the problem of blindly following the trend of consumption, to strengthen financial supervision and risk education, to curb the vicious cycle of excessive consumption, to reshape commodity value cognition, to dissolve the tendency of symbolic consumption alienation, to establish a technology system education collaborative defense line, and to resist the risk of online fraud.