It is the sixth year of China’s “11/11” shopping festival in 2014. Only 38 minutes after the beginning of Tmall “11/11” activity， the turnover exceeded 10 billion and broke the record of online trading volume in China. The turnover on that day reached 57.1 billion RMB and was 1098 times of 52 million in 2009 when the activity initiated and far surpassed 35 billion in last year. This stunning statistics shows that the way of shopping online has rooted in Chinese consumers. When online-shopping is becoming the choice of more and more people and bringing benefits and convenience to netizens， there appear groups of people like “chopping-hand clan” and “moonlight clan”. Some people do not realize their addiction to online-shopping and excessive shopping online is easy to cause mental illness. It has become a problem needs social， especially youths’ concern of how to build a healthy mentality for online-shopping.

2014年是中國“雙十一”購物節(jié)的第六個(gè)年頭，天貓“雙十一”從零點(diǎn)開場(chǎng)后僅38分鐘，交易額就突破了100億，再次打破了中國網(wǎng)購交易量的記錄。11月11日全天成交金額達(dá)到571億元，是2009年“雙十一”首次啟動(dòng)時(shí)5，200萬元的1，098倍，也遠(yuǎn)遠(yuǎn)超過去年的350億。從這個(gè)驚人數(shù)據(jù)可以看出，網(wǎng)購模式已經(jīng)穩(wěn)固地扎根在中國消費(fèi)者心中。當(dāng)網(wǎng)購成為越來越多的人所選擇的購物方式，在給網(wǎng)民帶來實(shí)惠和便利的同時(shí)，也催生了諸如“剁手黨”“月光族”的出現(xiàn)。部分人群網(wǎng)購成癮卻不自知，過度網(wǎng)購還容易引發(fā)其他心理疾病，如何樹立健康的網(wǎng)購心理已經(jīng)成為社會(huì)、尤其是青年需要共同關(guān)注的問題。

In the just passed “11/11” shopping festival， netizens has created the entire network transactions volume of 80.511 billion. It resulted in mountain-like packages， big or small. The hurry figures of couriers can be seen in neighborhoods， colleges and offices. Just like the “black Friday” in America for discount and purchase， 11＼11 in China was once called bachelor’s day. But now， the “11＼11” online shopping carnival created by Alibaba Group has stolen the spotlight by catering the bachelors’ need for comfort through shopping online.

在剛剛過去的“雙十一”購物節(jié)里，千千萬萬網(wǎng)民竟創(chuàng)造了805.11億的全網(wǎng)交易額?！半p十一”之后，大大小小的包裹幾乎可以堆成山。不論是社區(qū)里，高校內(nèi)，還是單位辦公室，幾乎時(shí)刻可見匆匆忙忙的快遞員身影。類似于美國的“黑色星期五”打折搶購，11月11日在中國一度被稱為光棍節(jié)。而今，由阿里巴巴集團(tuán)創(chuàng)造的“雙十一”網(wǎng)絡(luò)購物狂歡節(jié)借著“光棍”單身在家需要網(wǎng)購慰藉的心理，在這一天搶盡了風(fēng)頭。

Shopping online creates “chopping-hand clan”

網(wǎng)購催生的“剁手黨”

With the popularization of internet and the development of electrical business model， online-shopping has become a common thing for Chinese consumers. After the purchasing storm of the hot “11＼11”， it followed over 400 million packages nationwide. At the gate of schools， express companies raced to control vantage points with packages scattered around. Students happily rushed there when received short notes and searched for their own like looking for a needle in a bundle of hay by squatting on the floor； couriers frequently went in and out of offices and shouted loudly “XXX， here arrived your package！” Staffs listened carefully and looked forward to their packages.

Scenes like this are not rare and not just appear during “11/11”， but stand out after the “online-shopping carnival”. This new way of shopping greatly simplified complicated transaction and made consumers enjoy easy purchasing and home delivery. Some sales promotions on holidays indeed save money for consumers. But this kind of shopping mode is easier to let consumers make impulse buying because of the seemingly attractive advertisements.

隨著網(wǎng)絡(luò)的普及以及電商模式在中國發(fā)展?jié)u趨成熟，網(wǎng)購已經(jīng)成為中國消費(fèi)者習(xí)以為常的購物方式。紅紅火火的“雙十一”搶購風(fēng)暴結(jié)束后，隨之而來的是全國多達(dá)4億多的包裹量。學(xué)校門口，快遞公司各自搶占有利地形，大大小小的包裹堆滿一地。大學(xué)生們接到短信通知后，興高采烈地趕到包裹領(lǐng)取處，蹲在地上大海撈針般尋找著自己的包裹；辦公室里，快遞員頻頻進(jìn)出，每次到辦公室門口都會(huì)高聲喊：某某，你的包裹到了！員工們則豎著耳朵，都盼著自己的包裹早點(diǎn)到來。

類似的場(chǎng)景并不少見，也并非“雙十一”期間才有的獨(dú)特現(xiàn)象，只是在這樣的“網(wǎng)購狂歡節(jié)”后顯得尤為突出。網(wǎng)購這種新型的購物方式在很大程度上簡(jiǎn)化了復(fù)雜的交易模式，消費(fèi)者隨時(shí)隨地都可以輕松購物并且享受到送貨到家的服務(wù)。部分商家在節(jié)假日推行的各種促銷活動(dòng)也確實(shí)可以為不少消費(fèi)者省下一些銀子。然而，這種購物模式更容易讓消費(fèi)者在看似誘人的廣告中沖動(dòng)消費(fèi)。

On the second day after “11＼11”， Miss Zhou’s cellphone kept ringing， which were all the messages from sellers or express companies telling her “commodities have shipped” or “goods have arrived”. She received five packages a day： two down jackets， three shirts， one yogurt machine， two boxes of facial masks and a box of snacks. She said， there were others on the way. But seeing these arrived “trophies”， she felt a bit regret： “I calm down the two days and feel sorry of spending more than a month’s salary in one night. And when think it over carefully， what I bought is not all necessities and maybe I wouldn’t use them often.”

There are many online consumers who have the same mood as Miss Zhou. They usually wander around shopping websites and excitedly search， compare， purchase in seconds and shop online. Unconsciously， they spend a lot of money as well as a lot of time， but the things they buy are not practical and let them feel annoyed when see the bills. When calm down， they can realize the problem and even make self-mockery by saying to chop hands， and got the name “chopping-hand clan”. According to the online groups’ report of Taobao in 2013， there were 1.076 million “chopping-hand clans”， and the annual per capita shopping volume was 161，600 and shopping frequency was 538， which meant they bought things online three times every two days. They scream “chop hand if buy again” and at the same time they cannot control themselves for “buying again and again” online.

“雙十一”之后的第二天，周小姐的手機(jī)響個(gè)不停，都是賣家提醒她“商品已發(fā)貨”或是快遞公司通知她“商品已到達(dá)”的短信。她在一天里收到了5個(gè)包裹：兩件羽絨服、三件襯衫、一個(gè)酸奶機(jī)、兩箱面膜以及一箱零食。她說，還有其他包裹正在路上。可是面對(duì)這些已經(jīng)淘到手的“戰(zhàn)利品”，周小姐卻有些后悔：“這兩天我逐漸冷靜下來，一個(gè)晚上花掉了我一個(gè)多月的工資，還是挺心疼的。而且仔細(xì)想一下，我買的一些東西其實(shí)并不全是必需品，也許我都用不上幾次?！?/p>

與周小姐有相同心情的網(wǎng)店顧客不在少數(shù)，他們常常游蕩于各大購物網(wǎng)站，興致勃勃地搜索、比價(jià)、秒拍、購物，不知不覺間花掉了大量金錢，也搭進(jìn)去了大量的時(shí)間，當(dāng)發(fā)現(xiàn)買回來的東西并不實(shí)用，再回頭看賬單便懊惱不已。他們?cè)诶潇o之后也會(huì)意識(shí)到問題所在，甚至痛定思痛自嘲要剁手，由此得名“剁手黨”。2013年淘寶網(wǎng)的網(wǎng)購族群報(bào)告顯示，“剁手黨”多達(dá)107.6萬，他們?nèi)司曩徫锟傤~高達(dá)16.16萬元，購買次數(shù)達(dá)538次，相當(dāng)于每兩天就要買3次東西。他們一邊喊著“再買就剁手”，一邊卻抑制不住自己在各種網(wǎng)上店鋪中瀟灑地“買買買！”

Boundless shopping desire

難以填滿的購物欲望

“Making no order a day makes the heart grow hay （feel restless）” is a confession of a “chopping-hand clan”. For quite a number of office workers， even there is no need to buy things， to browse shopping website has become a routine. Female is easier to become addicted to it than male. According to Yao Jianfang， assistant analyst of China E-business Research Center， the online-shopping addiction shows in： sitting in front of the computer for a long time to browse shopping websites and wouldn’t leave even get eyes ache； being not able to control the shopping desire when see goods in discount or of free delivery， no matter need them or not. According to a latest questionnaire about shopping online， only 19.15% of a hundred investigators buy things “only when needed”， and 80.85% choose to buy because of “l(fā)ow price”， “others’ influence”， “advertisement or promotion” and “self-desire”.

“I just plan to buy a box of chocolate， but when I know spend 99 RMB can save the postage， I want to buy something else. But when I place the order， I find that I spend more money than postage”， said Xiao Xi who works at a foreign company， “Because of activities like sellers’ promotion or free delivery， I buy more things than planned almost every time and spend more money as expected. I don’t know why I lose my mind as soon as I see the discount online and want to enjoy it.” There are many people like Xiao Xi who always make additional orders. They think they are taking advantages， but in fact inadvertently they spend more money.

“一天不下單，心里就長草”，這是一個(gè)“剁手黨”的自白。對(duì)于相當(dāng)一部分上班族來說，即使沒有購物的需求，瀏覽購物網(wǎng)站已經(jīng)成為了每天的例行之事。其中女性用戶比男性用戶更容易上癮，中國電子商務(wù)研究中心助理分析師姚建芳分析，網(wǎng)購成癮的表現(xiàn)是：長時(shí)間坐在電腦前瀏覽商品網(wǎng)頁，直到眼睛酸痛還不肯離開；看見打折、包郵商品無法克制購物欲，不管是否需要。據(jù)一份最新的網(wǎng)購問卷調(diào)查數(shù)據(jù)顯示，在近百名調(diào)查者中，只有19.15%的人是因?yàn)椤暗拇_有需要”才會(huì)購買，而因“價(jià)格確實(shí)便宜”、“受周圍人的影響”、“被促銷廣告吸引”和覺得“手癢”選擇購買的人則多達(dá)到80.85%。

“我本來只想買一盒巧克力，但是看到商家說買滿99元包郵，我就忍不住去再買點(diǎn)別的。等下單之后仔細(xì)想想，其實(shí)只是為了省運(yùn)費(fèi)，我花出去了更多的錢。”在外企上班的小希這樣說道，“因?yàn)樯碳业拇黉N和包郵活動(dòng)，我?guī)缀趺看钨徫锒紩?huì)多買些計(jì)劃之外的東西，實(shí)際花出去的錢也比預(yù)期的要多。也不知怎么回事，上網(wǎng)購物的時(shí)候看見打折優(yōu)惠信息就容易失去理智，覺得不湊夠單不劃算?！痹谟浾卟稍L時(shí)發(fā)現(xiàn)，像小希這樣的網(wǎng)購湊單族并不在少數(shù)，他們往往覺得自己占了便宜，卻沒發(fā)現(xiàn)自己在不經(jīng)意間多花了很多錢。

There are other people who are easily influenced by others because of group psychology that they would magnify their shopping desire and follow the trend instead of sticking to the normal consumption purposes. Ting Ting a youth counselor in a college said， “When I see the five-star comment and a thousand of monthly sales of a seller， I would think the commodity is good and put it into my shopping cart. Sometimes when colleagues say something is good， I would ask them the linkage and buy one. But not all things I buy online are useful.”

Psychologist Yang Zi said， “Superficially， the main reasons for online-shopping are discount and group psychology， but the huge pressures from work and life are deep causes.” In order to ease pressures， everyone would look for various ways. Purchasing would accelerate the brain to secrete dopamine， which can make people feel happy. So some people shopping online are actually for enjoying the process， not because of actual demand. The other direct reason is that the non-cash transaction online would let people have no intuitive feelings on “spending money”. Just seeing goods coming without seeing money going offers a feeling of excitement and expression. Consumers feel accomplished and satisfied when they buy cheap goods through “seckill” and “snap up”. Just like Miss Yan， an online-shopping maniac， she said she never dares to see the Alipay bills， “I keep saying chop hands for so many years and it is not useful at all. My way for easing pressure is to shop online. And when I feel unhappy， I would place orders.”

還有一類人，往往因?yàn)閺谋娦睦?，?dǎo)致容易受到周圍人群的感染和影響，從而放大購物欲，跟風(fēng)消費(fèi)偏離正常的消費(fèi)目的。某大學(xué)青年輔導(dǎo)員婷婷說：“我一看到商品五星好評(píng)和商家每月上千的銷售記錄就覺得這東西應(yīng)該不錯(cuò)，然后幾乎不假思索地就放進(jìn)了購物車。有時(shí)候同事買了什么東西說覺得好用，我也會(huì)問他們要來網(wǎng)站鏈接跟著買一個(gè)。但并不是所有網(wǎng)購回來的東西都有用。

心理專家楊子認(rèn)為，“從表面上看，電商的大幅讓利和從眾心理是他們選擇網(wǎng)購的主要原因，但工作、生活上的巨大壓力，才是其中的深層次原因?！本売诰徑鈮毫Φ男枰Ｃ總€(gè)人會(huì)尋找不同的渠道為自己解壓，購買行為會(huì)促進(jìn)大腦分泌一種叫多巴胺的物質(zhì)，讓人產(chǎn)生愉快感。所以，一些人的網(wǎng)購行為其實(shí)是為了享受購物過程，而非實(shí)際需要。另一個(gè)直接的原因則是網(wǎng)購中的非現(xiàn)金交易會(huì)讓人對(duì)“花錢”沒有直觀感受，不見錢去，只見東西來，給人一種莫名的興奮和宣泄感。消費(fèi)者通過“秒殺”、“搶購”等行為買到了便宜的商品也會(huì)帶給他們一種成就感和滿足感。正如網(wǎng)購狂人閆小姐一樣，她笑稱自己從不敢看支付寶賬單，“喊剁手喊了這么多年，根本沒用，我緩解壓力的重要渠道就是網(wǎng)購，不高興的時(shí)候，一定要下單爽一下?！?/p>

網(wǎng)購成癮也是病

Online-shopping addiction is also a sickness

A famous web portal once did a research on “netizens’ online-shopping”， and the result showed that： more than 90% of netizens shop online and 53% of them buy a lot online； 39% said they kind of rely on it and 12%’s reliance is very serious. Yuan Yonggui， director of psychiatry in Southeast University affiliated Zhongda Hospital said， “Most of online-shopping addicts haven’t realized that it is a mental illness.” “Shopping online has become a common thing in daily life and once it becomes excessive， it may be a mental illness.” Dr. Yuan said that， the characters of people like this are： female， under the age of 30， introvert， broken social functions， empty life， few hobbies and anxious. “What they enjoy are the excitement and happiness when shopping， but as soon as they calm down and find things don’t need and credit card bills， they would feel a sense of loss.”

In real life， it is not uncommon of cases that excessive online-shopping affects family harmony and leads to divorce and those who become so addicted to it and get mental illness， or die of it. In 2013， a 28-year-old Miss Li in Shapingba， Chongqing， chose to kill herself because of “online-shopping addiction”， fortunately， in time rescue saved her life. But a female college student was not that lucky， she couldn’t control herself in online-shopping and spent the tuition fee of two years and then committed suicide by jumping out of the building because of huge mental stress， left inconsolable parents.

一個(gè)知名門戶網(wǎng)站曾對(duì)“網(wǎng)民網(wǎng)購情況”進(jìn)行調(diào)查，其結(jié)果顯示：平時(shí)有網(wǎng)購行為的網(wǎng)民占了90%以上，其中53%的人網(wǎng)購較多；有39%的被調(diào)查者表示對(duì)網(wǎng)購有一定程度的依賴，12%的人表示依賴比較嚴(yán)重。東南大學(xué)附屬中大醫(yī)院心理精神科主任袁勇貴指出，絕大多數(shù)網(wǎng)購成癮者，都還沒有意識(shí)到這是一種心理疾病?！熬W(wǎng)購已經(jīng)成為目前生活的一個(gè)常態(tài)，但一旦過度就可能成為一種心理疾病?！?袁勇貴分析道，容易出現(xiàn)網(wǎng)購成癮的人群往往有幾個(gè)特征：女性、30歲以下、性格內(nèi)向、社會(huì)功能受損、生活空虛、愛好少，同時(shí)比較焦慮?！八齻兿硎艿耐蔷W(wǎng)購時(shí)精神的亢奮和愉悅，但一旦過了這個(gè)勁頭，發(fā)現(xiàn)買了自己不需要的東西，而且信用卡也刷爆了，又會(huì)有強(qiáng)烈的失落感?！?/p>

在現(xiàn)實(shí)生活中，因網(wǎng)購過度而影響家庭關(guān)系和諧，導(dǎo)致夫妻離婚的案例并不鮮見，也有因?yàn)樯钕萜渲胁荒茏园螐亩l(fā)其他心理疾病的網(wǎng)民，更有嚴(yán)重者甚至因此付出生命。2013年，重慶沙坪壩一名28歲的女子李某就因“網(wǎng)購成癮”難以控制而選擇自殺，所幸搶救及時(shí)脫離了生命危險(xiǎn)。而另一名女大學(xué)生則沒有這么幸運(yùn)，她因?yàn)榫W(wǎng)購無法自制，花光兩年學(xué)費(fèi)，最終難以承受巨大心理壓力跳樓自殺，留下傷心欲絕的雙親。

Psychologist thinks that， online-shopping addicts always buy things beyond their payment capacity， which is called impulse control disorder in psychology. Usually， compulsive consumers also have other mental disorders， like depression， anxiety disorder and obsessive-compulsive disorder. According to the 34th statistical report of China internet development by CNNIC in 2014， until June， 2014， 67.7% of netizens have the monthly income under 3000 RMB and only 5.3% have more than 8000 RMB income a month. Compared with the insufficient income， their purchasing power is stunning.

“It is embarrassed to call myself ‘chopping-hand clan’ if spend less than 50000 RMB a year，” a sentence on the online-shopping group report says like this. A girl named Sha Sha of the “post-90s generation” spent 90000 RMB within 3 months because she couldn’t control her shopping desire. She over drafted her credit card and asked her parents to pay back. Since Sha Sha couldn’t be persuaded， her parents took her to the psychologist. Case like Sha Sha may be not that common， but it shows in certain extent， some people don’t consider their financial situation when shopping online and consume more than spend. They only pursue a temporary relief and regret when see the bills which are difficult to deal with.

心理專家認(rèn)為，網(wǎng)購成癮的人常常會(huì)超出自己支付能力地購物，這在心理學(xué)上叫沖動(dòng)控制障礙。通常有病態(tài)性購物的人會(huì)合并其他類型心理障礙，例如抑郁癥、焦慮癥、強(qiáng)迫癥等問題。在2014年中國互聯(lián)網(wǎng)絡(luò)信息中心（CNNIC）所做的第34次中國互聯(lián)網(wǎng)絡(luò)發(fā)展?fàn)顩r統(tǒng)計(jì)報(bào)告中，數(shù)據(jù)顯示截至2014年6月，整體網(wǎng)民中月收入在3，000元以下的人群占67.7%，月收入8，000元以上的則僅有5.3%。相對(duì)于大多數(shù)并不太寬裕的經(jīng)濟(jì)收入，他們購買力卻是驚人的。

“每年沒有消費(fèi)5萬以上都不好意思叫自己‘剁手黨’”，網(wǎng)購族群報(bào)告中這樣寫道?！?0后”女孩兒莎莎因?yàn)殡y以控制自己的網(wǎng)購欲望在3個(gè)月內(nèi)花掉了9萬多元，沒錢了就透支自己的信用卡，然后讓父母幫忙還。由于勸說無效，父母只好帶她去看心理醫(yī)生。當(dāng)然像莎莎這樣的個(gè)例或許并不具有普遍性，但也在一定程度上反映出了部分網(wǎng)民在網(wǎng)購時(shí)不去衡量自身的經(jīng)濟(jì)狀況，消費(fèi)大于支出。他們大多只圖一時(shí)之快，但當(dāng)他們看著難以負(fù)擔(dān)的賬單時(shí)，又會(huì)懊悔萬分。

Online-shopping addiction calls youths to come back to reasonable consumption

網(wǎng)購成癮呼喚青年回歸理性消費(fèi)

China Youth News once did an online research on 2580 people， and the result showed that， 71.1% of them thought they are “online-shopping addicts”. The main performance are： “surfing the internet every day and unconsciously browsing the shopping websites” （73.6%）， then “paying attention to the discount information online at every moment” （60.1%）， and “l(fā)ooking forward to the goods delivery when buy things online” （51.9%）. Psychologist pointed out that， even though become addicted to shopping online， if not feel guilty， then need not worry about it. But many netizens would do self-criticism and feel guilty after excessive shopping， which should be attached great importance to. They need to do self-adjusting or talk to psychological counselor to remit mental stress. Besides mental stress， Fan Ping， researcher of the sociology department of Chinese Academy of Social Sciences also said that， “If netizens indulge in online-shopping， they would like to stay at home， which will affect the communication with others. Longtime staying at home and away from public space would make people lose the enthusiasm to take part in social life.

Expert suggested that， netizens should build reasonable shopping value， as soon as they find the trend of addiction， they should adjust mental attitude first， divert attention and reduce the time for shopping online. On one hand， think twice before buying and ask if the thing is need； make shopping list first and buy things according to it； compare similar goods and not be captivated by promotions； for things out of the list， bookmark it first and then think the necessity； turn off the page after buying “targets goods”. On the other hand， be sure about the working and life plan for people like shopping online and reasonably arrange time； choose diverse shopping ways and cultivate broad and healthy hobbies； avoid staying at home for a long time and do sports or read books when feel boring； communicate with others and make contact with nature. If become uncontrollable for shopping online and it brings troubles to life， one should accept psychological consultation and treatment as soon as possible.

中國青年報(bào)曾經(jīng)對(duì)2，580人進(jìn)行了一項(xiàng)在線調(diào)查，結(jié)果顯示，71.1%的受訪者認(rèn)為自己“網(wǎng)購成癮”。其表現(xiàn)主要有：“每天上網(wǎng)，會(huì)不由自主地瀏覽購物網(wǎng)站”（73.6%），其次是“時(shí)刻關(guān)注網(wǎng)上的打折信息”（60.1%），然后是“買了東西，就一直盼著快遞趕緊送貨”（51.9%）。心理專家指出，即使購物成癮，但如果不出現(xiàn)自責(zé)、內(nèi)疚問題，也無需過多擔(dān)心。但不少網(wǎng)友在過度消費(fèi)后會(huì)自我批判，出現(xiàn)自責(zé)內(nèi)疚等心理問題，就需要格外重視?；蛘咦晕艺{(diào)節(jié)，或者與心理咨詢師交流，以緩解心理壓力。除了造成心理上的壓力，中國社科院社會(huì)學(xué)所研究員樊平還認(rèn)為，“如果網(wǎng)友一旦沉迷于網(wǎng)絡(luò)購物，喜歡宅在家中，必然會(huì)影響與他人的溝通交流。長期足不出戶，遠(yuǎn)離公共空間，會(huì)讓人喪失參與公共生活的熱情。”

專家建議，網(wǎng)友應(yīng)該建立理性的消費(fèi)觀，一旦發(fā)現(xiàn)有網(wǎng)購成癮傾向，首先應(yīng)該及時(shí)調(diào)整心態(tài)，分散注意力，減少網(wǎng)購時(shí)間。一方面，在購物前可稍作遲疑，多問問自己是否真的需要；提前列出購物清單，按需購買；對(duì)同類商品多進(jìn)行比較，不被促銷手段迷惑；遇到想要又不在購物計(jì)劃內(nèi)的商品，可先放入收藏夾，冷靜之后再考慮是否需要；買完“目標(biāo)商品”后立刻關(guān)掉網(wǎng)頁。另一方面，喜歡網(wǎng)購的人應(yīng)該明確自己的工作和生活計(jì)劃，合理安排好自己的時(shí)間規(guī)劃；選擇多樣的消費(fèi)方式，培養(yǎng)廣泛積極健康的興趣愛好；盡量少宅在家里，在感到空虛寂寞時(shí)應(yīng)該多運(yùn)動(dòng)，或閱讀書籍；還需要多與他人溝通，多接觸大自然。如果網(wǎng)購發(fā)展到自己無法自控，并給生活帶來煩惱，應(yīng)該及早接受心理咨詢和心理治療。

Besides， sellers are also responsible for consumers in certain extent by not using strong inflammatory and exaggerated words when do promotion. Just before “11/11”， the reporter saw the promotion advertisements almost cover all advertising windows at Beijing subway stations. Motivated advertisements like “I struggle 364 days a year and I can struggle more on ‘11/11’， which shall be excited！” and “I’ll fill in all the holes in my heart，” appeared frequently on the way home of office workers and stimulated their shopping desire subtly. Xiao Wang， a post-graduate of Beijing Union Medical College said， “Sellers are responsible for the excessive online-shopping. Their advertisements are easy to make people feel excited and lose their heads， which is in fact a wrong guidance to consumers.” Ms Fang from the research institute of the faculty of public administration of Tsinghua University said， websites should shoulder social responsibilities and government also needs to strengthen network supervision. Besides put an end to 1 information， it should specify advertisement words and promotions to guide consumers to shop in a reasonable way.

此外，商家也應(yīng)該對(duì)消費(fèi)者負(fù)起一定責(zé)任，在宣傳和促銷時(shí)盡量不要使用煽動(dòng)性強(qiáng)和夸張的語言。在“雙十一”前夕，記者在北京地鐵站看到，各大商家推出的促銷廣告幾乎占據(jù)了所有廣告窗口。“一年364天都很拼的我，這一天，還可以更拼的雙11，一定過癮！”“這一天我要填滿心中所有的空缺”，這些煽動(dòng)性的廣告在上班族回家的路上頻頻出現(xiàn)，潛移默化地刺激著他們的購物欲。北京協(xié)和醫(yī)學(xué)院的研究生小王表示：“對(duì)于網(wǎng)上過度消費(fèi)，商家也有一定責(zé)任。他們的廣告宣傳容易讓人血脈賁張，失去理智，這其實(shí)是對(duì)消費(fèi)者的一種錯(cuò)誤引導(dǎo)?！鼻迦A大學(xué)公共管理學(xué)院的研究院方女士也認(rèn)為，網(wǎng)站需要承擔(dān)起社會(huì)責(zé)任，政府也需要加強(qiáng)網(wǎng)絡(luò)監(jiān)管，除了杜絕不實(shí)信息出現(xiàn)外，還應(yīng)規(guī)范廣告用語和促銷手段，引導(dǎo)消費(fèi)者理性購物?！?/p>

Postscript

后記：

A mature online-shopping platform shows the development of market and economy. When it brings benefits and convenience to people， it also easily causes mental problems like online-shopping addiction. Shopping festivals like “11＼11” use various promotions， which is most attractive to youths among the age between 18 and 35. Many people shop a lot or even become “addicts” are because they are anxious and shopping is a way for them to release pressures and loneliness. People like this try to find self-presence by shopping and use materials to represent personality and identity. It has become a more and more important topic to build mature mental mechanism and consuming idea for netizens with the development of online-shopping industry and the expansion of online consumers. Besides the self-struggle to foster good habit and mentality by netizens， sellers should shoulder their social responsibility when making reasonable profits and government’s supervision should also step up with it if necessary. The efforts in many ways may make online-shopping become a part of healthy life-style.

成熟的網(wǎng)購平臺(tái)是市場(chǎng)和經(jīng)濟(jì)得以發(fā)展的體現(xiàn)，網(wǎng)絡(luò)消費(fèi)在給人們帶來優(yōu)惠、便捷的同時(shí)，也容易催生出網(wǎng)購成癮的心理問題。類似“雙十一”之類的購物節(jié)利用各種名義進(jìn)行的各種促銷手段，對(duì)18至35歲的青年最有吸引力，很多瘋狂購物，甚至“成癮”的人，往往是因?yàn)閮?nèi)心處于焦慮不安的狀態(tài)，購物變成了他們排解壓力、釋放孤獨(dú)的解壓方式。這樣的人群通常利用購物來尋找自我存在感，用物質(zhì)來代表人格和身份的象征。隨著網(wǎng)購行業(yè)的迅速壯大以及網(wǎng)購一族數(shù)量的逐年擴(kuò)大，構(gòu)建網(wǎng)民成熟的心理機(jī)制和消費(fèi)理念將成為越來越重要的話題。除了網(wǎng)民自身努力培養(yǎng)良好的網(wǎng)購習(xí)慣和心態(tài)外，商家在合理賺取利益的同時(shí)也應(yīng)擔(dān)負(fù)起自己的社會(huì)責(zé)任，必要時(shí)政府的監(jiān)管也應(yīng)同步跟上，多方合力，也許才能讓網(wǎng)購成為到健康生活方式的一部分。