Always want to buy, buy, do you want to treat it?

　This year, the "Double Eleven" transaction data of major platforms still maintained a strong growth momentum.

　　As of 24:00 on November 11, Tmall’s "Double Eleven" total transaction volume reached 540.3 billion yuan, and only 45 minutes in the early morning of "Double Eleven", there have been 411 small and medium-sized brands with a turnover of more than one million yuan last year. Ten million yuan

　　As of 23:59 on November 11, the cumulative order value of JD.com platform exceeded 349.1 billion yuan, exceeding the same period last year, with 31 brands selling over 1 billion yuan, and household appliances turnover exceeding 2 billion yuan in 5 minutes...

　　“Last year’s Double Eleven bought too much, and various discounts such as “cross-store full reduction” were used a lot, but the cosmetics stocked at home were piled up in the storage room. I don’t know if it can be used up in the past few years. This year's "Double Eleven" will not dare to buy anymore." Sun Chen (a pseudonym), a 29-year-old white-collar worker from Beijing, said reluctantly that online shopping has an "addiction". Although he enjoys it, he suffers from it.

　　The 48th "Statistical Report on the Development of the Internet in China" shows that as of June 2021, the number of online shopping users in my country has reached 812 million, and the number of short video users has reached 880 million. Live broadcast users account for more than 60% of live broadcast users.

With the development of Internet e-commerce live broadcasts and short video platforms in the past two years, people have become more and more dependent on online shopping in the process of "watching live broadcasts" and "swiping videos".

1. Is it normal for online shopping to be "addiction"

　　"I have been paying attention to online prices a few days ago. I put the things I want to buy into the shopping cart in advance and waited for the payment in the early morning of the 11th." A person who just experienced the "Double Eleven" shopping spree Ms. Wang talked excitedly about her panic buying experience.

Ms. Wang usually goes to bed at around 10 o'clock, but she stayed up late on the 10th. She went to refresh the screen after a while and browsed the discount status and remaining number of other products.

　　Watch the night, swipe the screen, and rush to buy. On the night of November 10, facing the upcoming "Double Eleven" shopping spree, Ms. Wang is just one of the members of the "preparatory army".

The "crazy discounts" of many e-commerce companies have undoubtedly brought great excitement to consumers, and online consumers can finally buy what they have been greedy for a long time at a low price, and they are rejoicing.

　　Not long ago, a topic about "Double Eleven Pre-sale" was launched on Weibo. A user on Weibo named "Liu Xiaoheng" commented under the topic: I wanted to spend the red envelope coupons I grabbed in the live broadcast room that day. I can’t control my desire to buy.

A user on Weibo named "Wang Arun" also wrote: Just for the pre-sale, I have already spent more than 10,000 yuan on the purchase of goods, and I can only save money next month.

　　Can't control the desire to buy, is it a disease?

　　Qu Shan, deputy chief physician of the Department of Psychiatry at Peking University People’s Hospital, told reporters, “Most of the people who always want to buy and buy in their lives have not reached the level of medical treatment. Don’t think you’re buying too much during Double Eleven. I think I am'addiction' to shopping, and'addiction' must also meet the relevant characteristics."

　　"First of all, I will pay too much attention to or indulge in the purchase, and waste a lot of time and energy; I will feel very pleased and happy in the center of the purchase process, showing a positive experience; but after the purchase, it will appear Negative emotions such as loss, regret, and loneliness. Secondly, there is damage to social functions. It manifests as a waste of time, which makes it impossible to invest in and complete work, family, and studies."

　　Qu Shan said: "If these two characteristics exist at the same time, it is definitely abnormal. At this time, we will determine that this person has an'addiction'."

　　According to reports, there are two kinds of "addiction".

One is addiction to substances, the other is addiction to behavior.

"Shopping addiction" belongs to the latter.

However, from a medical point of view, there is no item of "shopping addiction" in the diagnostic criteria.

　　Qu Shan added, “Although there is no such diagnostic item, we sometimes classify this phenomenon as an'impulse control disorder', which is similar to addiction to alcohol and gambling, etc., which is an addictive behavior.”

　　In addition to attribution of "impulse control disorder", overbuying may also involve "hoarding disorder."

　　Mou Xiaodong, director of the psychological counseling clinic of Nanjing First Hospital, told reporters that if a person buys them and is unwilling to discard them without stopping buying, so much hoarding will cause crowded and chaotic living space, which will cause clinical problems. Pain, such as mental and emotional instability, is abnormal.

"It is also close to the medical'hoarding disorder' and should be paid attention to." Mou Xiaodong said.

　　The "Diagnostic and Statistical Manual of Mental Disorders" (Fifth Edition) clarifies the "hoarding disorders" need to pay attention to, "This kind of hoarding symptoms cannot be attributed to other physical diseases (such as brain injury, cerebrovascular disease, etc.), nor can it be used. For other mental disorders.” Mou Xiaodong added.

2. Buy, buy, buy, why can’t you stop

　　Why can't I stop shopping online?

　　"It's cheap!"

　　"During Double Eleven last year, I went into the live broadcast of an internet celebrity and grabbed the electronic hot money that is known as the lowest price in the entire network by working hard." Li Yu, a graduate student at a university in Beijing ( (Pseudonym) told reporters that as long as I see similar low-price activities, I will definitely buy them.

　　However, many netizens reported that some of the so-called discounts during the "Double Eleven" period are actually discounts after raising the price, which is actually the same as before.

The "traps" hidden in the "Double Eleven" in recent years are far more than these.

Various tactics such as "selling the price before the discount", "the popular products are out of stock after earning enough", "fake parallel imports and fish eyes", "low prices but using freight to cheat people" and other tricks are hard to guard against.

　　"It's too late to regret!" Li Yu said, the current "Double Eleven" shopping discount rules are particularly complicated. The pre-sale time is getting ahead and the delivery speed is speeding up. Sometimes I buy a lot of things on impulse and want to return. It's already in stock when it's time to pay.

　　"Especially when your money is spent, the small programs for borrowing money on various consumer platforms are'online', and the deflated wallet is'bulked up' again." Li Yu said helplessly.

　　Nowadays, our daily mobile phone software, news, and web pages are reminding consumers that if you don't buy it, you can go out, and the words "accepted by rave reviews" and "one piece by hand" are striking our eyes.

Li Xueya, an assistant researcher at the Institute of International Trade and Economic Cooperation of the Ministry of Commerce, said that the large shopping atmosphere of these external marketing makes people's subjective consciousness unable to make room for calmness, so that they can participate in this passive carnival.

　　The phenomenon of easy “addiction” when buying things needs to be comprehensively analyzed in combination with internal and external factors.

　　The survey shows that in the age structure of the online shopping population, the 19 to 40-year-old is the majority of the online shopping army, and young people born in 1995 account for the majority.

The backbone of live shopping is people around 30 years old.

In the distribution of educational backgrounds, people with college and undergraduate degrees account for about 80% of the online shopping group, and they are the main force in the online shopping army.

　　Professor Qiu Lisheng of the School of Economics and Management of Wuhan University believes: “From the perspective of the social environment, with the application and improvement of 5G networks, online shopping platforms have flourished, consumerist network penetration has increased, and young people with inexperienced society, especially college students, are likely to fall Into the consumerism trap."

　　"A large part of irrational purchases is based on consumers' unhealthy consumption psychology, of which synchronization psychology is particularly prominent." Li Xueya introduced that synchronization psychology, which is what we usually call comparison psychology, is that people of the same social class or living in a similar living environment. There is a tendency to learn from each other in consumer behavior.

During the "Double Eleven" national carnival shopping, many people will use the people around them as the frame of reference. If they buy less than others, they will feel psychologically inferior.

　　The reporter learned in the interview that the phenomenon of "online shopping addiction" also needs to consider biological genetic reasons, and some people are born with "addiction" genes.

　　Qu Shan explained that people who suffer from anxiety, depression, compulsiveness and other problems at the same time have difficulty in communicating well with others in real life due to various reasons, so they use online shopping to escape from reality and relieve stress, and the desire to buy is uncontrollable. Phenomenon.

　　"This is also related to a person's character and personality. The character traits related to this phenomenon generally include hesitation, procrastination, avoidance, difficulty in planning, and perfectionism." According to Mou Xiaodong, people who have suffered psychological shocks are more likely to appear. This psychological problem.

"This may have something to do with childhood experiences. When I grow up, I feel insecure. I need to obtain and store things to satisfy my sense of security."

　　"Of course, some people like to hoard items not only for self-identification, but also to show their status." Mou Xiaodong added.

3. What is a good way to ease the desire to buy?

　　"You can buy in moderation. When the level of intervention is not reached, moderate shopping can indeed enhance emotions and relieve emotions." said Lu Guirong, a member of Dalian University of Technology Care for the Next Generation Working Committee and a national second-level psychological counselor.

　　Can shopping be a "medicine"?

　　"Not so." Qu Shan said that when there are deep-seated emotional problems, shopping may just be paralyzing.

In shopping addiction patients, this deep-seated reason is common.

　　According to the reporter's understanding, post-90s and post-00s have become one of the main online shopping groups. Over 70% of college students have participated in the online "Double Eleven" activities on major online platforms, and the campus has reproduced the phenomenon of "Parcel Street".

　　Zhai Guangyu, an associate professor at the School of Finance of Dongbei University of Finance and Economics, also said that the consumer outlook of post-90s and post-00s consumers is easily tied to social interaction, whether it is “Internet celebrity planting grass” or “autumn first cup of milk tea”, or one that demonstrates individuality. In consumer products, a considerable number of young people associate their consumption with their social circles. This consumption is sometimes to seek attention, sometimes to integrate into a group, or to show that they wear differently from others.

　　“In today’s fast-developing society, following trends, comparisons, impulsiveness, and enjoyment are the consumption characteristics of young people who lack social experience. The deeper problem is that they fail to appreciate or understand the hardships and difficulties of parents. Many buyers Just enjoy the pleasure of consumption for a while, most of them are bought and not used, the use value of the goods is greatly reduced, and the goods bought may not be worth the money." Zhang Yulai, a professor of the Japanese Economic Research Department of Nankai University, said that in choosing the way of consumption , Irrational consumption concepts such as advanced consumption, impulsive consumption, and emotional consumption are all undesirable, which is not conducive to the physical and mental health of college students.

　　"However, for merchants, the advantages far outweigh the disadvantages. Double Eleven is a promotional method for merchants to use people's "missing" mentality to make money." Lu Guirong specifically mentioned, "For some students whose economic conditions cannot meet their purchase needs , Will turn to software such as borrowing and huabai. When repayment is difficult, anxiety will also affect schoolwork."

　　Is there a good way to alleviate it?

　　"For the'chop hands' with less severe symptoms, if you want to control the desire to buy things, you might as well try a simplified plan-learn to'leave away'." Mou Xiaodong suggested that the first thing to do is to suppress impulsive consumption. Add your fancy items to the shopping cart to extend the payment time.

At the same time, you can also make a consumption plan, separate the money for different purposes, set a payment limit, learn to choose, and strictly control the amount you buy.

You can also set a "leave period" for yourself, for example, you can control yourself not to watch shopping software for two days, and then gradually extend the period, and finally completely overcome the desire to buy and buy.

　　Mou Xiaodong said that if the symptoms are severe, the solution is the same as the principle of treating anxiety and depression-using mood-improving drugs; appropriate psychological treatment; rebuilding the rules of life and drug treatment.

　　"If you currently have ten ways to relieve loneliness and loneliness, apart from shopping, you have nine things left to do. If you have two ways to relieve loneliness and loneliness, in addition to shopping, the other is thrown away. Only shopping is left.” Qu Shan said, if the desire to buy is difficult to control, you can also develop more hobbies.

　　"Compared to spending a few hours staring at the live room for shopping, leaving your phone to go square dancing, go fishing, and go to the gym are all good ways to alleviate behavioral addiction." Qu Shan suggested that more outdoor activities with friends, climbing, climbing, jumping Dancing square dance, shopping "addiction" may be self-healing.

　　Qu Shan suggested that for patients with deep-seated psychological problems, such people should release their bad emotions in time, dare to open themselves, get in touch with others, and participate in social activities.

Once the addictive behavior of shopping improves, the quality of work, study, and life will be improved.

"So it's not asking consumers not to buy, but I want them to divert their attention and do other things." Qu Shan said, reading more books to enrich yourself and enrich your heart, which is a good substitute. method.

(Our reporter Du Qian)