大學生成網購主力軍,其中衝動消費佔最多
At noon, Shi Huizi received a text message: “This is Yuantong Express. Please come to the school gate and pick up your parcel.” The 22-year-old translation and interpretation major at Beijing International Studies University rushed to the school gate, where hundreds of parcels lay waiting to be collected by their owners.
中午，石慧子（音譯）收到一條短信：“我是圓通快遞的。請到校門口領取你的包裹。”這位就讀於北京第二外國語學院翻譯專業的22歲女生衝到了校門口，那裏有幾百個包裹在等人來簽收。
This scene is not uncommon on China’s campuses, as shopping online has become an important part of their lifestyle for many university students. But convenient as it is, online shopping among students is marked by impulse buying and other risks. Students should be cautious to avoid them.
由於網購已經成爲許多大學生生活中不可分割的一部分，這一幕在中國大學校園中十分常見。儘管網購如此便利，但在大學生人羣中，它卻常常與衝動消費和其他風險掛鉤。面對網購風險，大學生們應謹慎規避。
According to Taobao, during last year’s graduation season, 250,000 graduate students from 116 “211” project universities nationwide spent 846 million yuan on Taobao.
據淘寶網統計，去年畢業季期間，來自全國116所“211”工程院校的25萬名畢業生在淘寶上的消費金額達到了8.46億元。
Irrational buyers
衝動的買家 Beijing Haidian Consumers’ Association conducted a survey on the online purchasing behavior of students, which showed that nearly 54 percent of respondents had made irrational purchases.
北京市海淀區消費者協會進行的一項學生網購行爲調查顯示，近54%的受訪者曾有過沖動購買行爲。
Yang Yi is one of them. The 23-year-old business administration major at Beijing Wuzi University bought a limited edition Gundam model kit online for a small fortune, only to find that its appeal faded rapidly.
楊毅（音譯）便是其中一員。他就讀於北京物資學院工商管理系，現年23歲。楊毅曾花重金在網上買了一個限量版高達模型，結果卻發現新鮮感轉瞬即逝。
“I did like it when I bought it, but it doesn’t look so attractive to me anymore now. So I’ve decided to sell it to pay off my debts,” says Yang.
楊毅說：“剛買來時我喜歡得不得了，可現在它不那麼吸引我了。我打算把它賣掉還債。”
Yang’s experience reflects the consumption patterns of many university students. In an attempt to be unique, many of them turn to online shops to buy “exotic” items not easily found in the domestic market.
楊毅的網購經歷反映了很多大學生的消費模式。爲了追求獨一無二，很多大學生轉站網店，來購買一些國內市場上稀缺的“舶來品”。
“Many of the goods me and my roommates buy online come from abroad. You can’t find them in China,” Shi says.
石慧子說：“我和室友們買了很多海外商品。這些是你在國內買不到。”
According to Lei Li, a psychology professor at Renmin University, the impulsive buying patterns found among students have psychological roots. When shopping online is a campus trend, it’s not only about convenience, but also about group identification.
中國人民大學心理學教授雷靂表示，大學生的衝動消費方式源自心理因素。網購之所以成爲一種校園時尚，不僅僅源自於它的便利，也來源於一種羣體認同感。
“If everyone is doing something and you’re not, you’re less likely to be accepted by others,” Lei says. The mentality of not wanting to be left out is fuelling impulsive buying.
雷靂說：“如果你沒有隨大流，那就會顯得不太合羣。”這種不願受孤立的心理助長了大學生的衝動購買行爲。
Lingering risks
長期風險 Yin Xiaolu, a clinical medicine major at Hubei University of Medicine, says online shopping is not always a satisfying experience.
就讀於湖北醫藥學院臨牀醫學專業的尹曉露（音譯）認爲，網購併非總是稱心如意。
“Sometimes the clothes or shoes I receive don’t look the same as on the photos in the description. But I seldom return anything as I would need to pay for postage. All these clothes end up in my wardrobe and are never taken out again,” says the 22-year-old.
“有時我收到的衣服或鞋子，實物與圖片中描述的不符。但我很少退貨，因爲還要自己支付郵費。這些衣服被打入冷宮，閒置在衣櫃裏，再也沒有拿出來過。”22歲的尹曉露說。
As the Haidian survey indicates, Yin is in good company. Of 848 respondents from universities based in Beijing, 42 percent said they had received products that didn’t match the online description or photos. Even so, 72.5 percent of student buyers don’t return unsatisfactory goods due to the inconvenience it causes and long procedures.
對於海淀區進行的大學生網購調查，尹曉露深有同感。在來自於北京各大高校的848名受訪者中，有42%的人表示曾收到的實物同網上圖片描述的不符。即便如此，72.5%的學生消費者並未退回不滿意的商品，因爲退貨很不方便，且程序繁雜。
Lei suggests that students who are obsessed with online shopping “pay attention to the consequences and develop a more mature way of consuming - namely, buying items within their budget and being aware of the risks of buying online.”
雷靂建議那些大學生網購一族們：“要注意網購的後果，培養更成熟的消費習慣——換句話就是，購物不要超支，要意識到網購有風險。”
