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数据显示,目前大学生已成为国内网络消费最重要的群体之一。国内现有研究多强调网络对大学生价值观、个体行为的影响和控制,但鲜少关注其消费行为背后的主体性逻辑和资本逻辑。大学生网络消费呈现普遍性、社交性、个性化、侧重性、从众性和局限性等特征,本文借助波兰尼“嵌入性”理论视角,以ZS大学为研究个案,论述了大学生网络消费的双重逻辑:一方面,大学生网络消费解除了传统消费的诸多约束,使大学生消费主体性得到进一步增强;另一方面,大学生网络消费不仅是主观能动性的表现,还受制于网络资本系统影响,即大学生网络消费嵌入到了网络资本的逐利实践之中。
The data show that at present college students have become one of the most important groups in the domestic internet consumption. The existing researches in China mainly emphasize the influence and control of the network on college students’ values and individual behavior, but seldom pay attention to the subjective logic and capital logic behind the consumer behavior. With the characteristics of universality, sociality, personalization, emphasis, conformity and limitations, college students ’online consumption shows the characteristics of college students’ online consumption through the use of Polanyi’s theory of “embeddedness” and ZS University as a case study. Double logic: on the one hand, college students’ online consumption relieves many constraints of traditional consumption, so that college students’ consumption subjectivity is further enhanced. On the other hand, college students’ online consumption is not only the manifestation of subjective initiative but also influenced by the network capital system, Internet consumption embedded in the network of capital by profit-making practice.