随着数字技术的广泛运用与消费主义思潮的传播, 出生于1995年至2010年间的Z世代大学生的消费行为表现出显著的仪式性特征, 主要体现在符号价值优先、游戏化体验与社群互动性三个方面。本文以盲盒消费为例, 基于鲍德里亚的符号消费理论, 深刻洞悉仪式性消费对大学生群体的多重影响: 经济独立性因超前消费与债务循环而削弱, 个人主体性囿于“信息茧房”被符号评价体系消解, 价值观则在物质崇拜与精神荒漠化中趋向功利化。文章从社会文化渗透、算法操控及个体心理补偿三方面揭示问题成因, 并提出三维治理路径即社会需通过政策监管与文化重构遏制消费主义异化, 高校应搭建社群消费体验平台并强化消费素养教育, 个人则需通过认知升维与关系重建重塑理性消费观。

With the widespread application of digital technology and the dissemination of consumerist ideology, the consumption behavior. of Generation Z university students (born between 1995 and 2009) exhibits significant ritualistic characteristics. These are primarily manifested in three aspects: the prioritization of symbolic value, gamification experiences, and community-based interaction. Taking blind box consumption as a case study and drawing upon Baudrillard's theory of symbolic consumption, this paper provides a profound insight into the multifaceted impacts of ritualistic consumption on college student demographic: economic independence is undermined by excessive spending and debt cycles; individual subjectivity is dissolved by symbolic evaluation systems within “information cocoons ”; and values tend towards utilitarianism amid material worship and spiritual impoverishment. The article reveals the underlying causes from three perspectives: social-cultural permeation, algorithmic manipulation, and individual psychological compensation. Consequently, a three-pronged governance pathway is proposed: Society needs to curb the alienation of consumerism through policy regulation and cultural reconstruction; universities should reform. educational evaluation systems and strengthen consumer literacy education; and individuals must reshape rational consumption concepts through cognitive upgrading and relational reconstruction.