Moral Concerns Confronting Adolescents in E-Commerce Environments and Mitigation Strategies

在数字经济与电商产业迅猛发展的背景下，当代青少年作为“数字原住民”，其道德认知面临着新的挑战。研究发现，青少年在电商环境下面临的道德隐忧主要表现为价值判断偏差隐患、道德行为失范风险及道德自律弱化倾向。其成因包括青少年自身认知的局限性、电商平台逐利性加剧道德风险、家校教育双重赤字及社会治理体系功能梗阻。基于此，应采取靶向认知教育干预、教育引导与平台管控并举、构建家校协同育人机制及提升社会治理效能等对策，以净化青少年电商消费环境，帮助其树立正确的网络道德观。In the context of the rapid development of the digital economy and the e-commerce industry, contemporary teenagers, as “digital natives”, are now confronted with novel challenges in moral cognition. Research indicates that the moral issues teenagers encounter in the e-commerce environment are primarily manifested as potential deviations in value judgment, risks of moral behavior misdeeds, and tendencies of weakened moral self-discipline. The causes encompass the limitations of teenagers’ own cognition, the exacerbation of moral risks due to the profit-driven nature of e-commerce platforms, the dual deficiencies in family and school education, and the functional obstacles in the social governance system. Based on this, countermeasures such as targeted cognitive education intervention, the combination of educational guidance and platform control, the establishment of a home-school collaborative education mechanism, and the improvement of social governance efficiency should be adopted to purify the e-commerce consumption environment for teenagers and assist them in establishing a correct online moral outlook.