摘要
作为数字原生代的Z世代已成为消费市场核心力量,其消费行为呈现出鲜明的分享前置特征,购买决策越来越取决于商品的可展示性与社交传播价值。研究发现,Z世代消费的本质是为获取“社交货币”,并在数字前台进行的“身份展演”——通过消费符号的选择与展示,完成自我形象塑造、圈层归属确认与社交关系维系。该文采用案例分析与逻辑推演相结合的研究方法,以盲盒潮玩、网红餐饮、国潮商品等消费现象为切入点,系统剖析Z世代“身份展演”的实践逻辑。研究表明,品牌成功的关键在于精准匹配Z世代“身份展演”这一需求,为其提供三大核心支撑:作为自我表达载体的“道具”、降低分享门槛的“剧本”、连接线上线下的“舞台”。该文还从产品开发、场景构建与内容运营三个维度提出文创建议,为品牌实现与Z世代的深度沟通提供实践参考。
As digital natives,Generation Z has become a core force in the consumer market,exhibiting a distinctive"share-before-consumption"behavior.Their purchasing decisions increasingly depend on the display value and social dissemination potential of products.This study reveals that the essence of Generation Z's consumption lies in"identity performance"on digital front stages to acquire"social currency"—using consumer symbols to shape self-image,affirm group belonging,and maintain social relationships.Employing a combination of case analysis and logical deduction,this research examines consumption phenomena such as blind box toys,trendy beverages,and guochao products to systematically deconstruct the logic behind Gen Z's identity performance.Findings indicate that the key to brand success lies in aligning with this demand by providing three essential supports:"props"as vehicles for self-expression,"scripts"that lower the threshold for sharing,and"stages"that integrate online and offline experiences.Accordingly,this study proposes strategies from the perspectives of product development,scenario creation,and content operation,offering practical insights for brands to establish profound connections with GenZ.
作者
苏嘉伟
SU Jiawei(Nanhang Jincheng College,Nanjing Jiangsu,211100,China)
出处
《文化创新比较研究》
2025年第36期195-198,共4页
Comparative Study of Cultural Innovation
关键词
Z世代
社交货币
身份展演
拟剧理论
品牌
消费文化
Generation Z
Social Currency
Identity performance
Dramaturgy
Brand
Consumer culture
