Z世代的亚文化消费行为与情感代偿——以泡泡玛特Labubu为例

Subcultural Consumption Behavior and Emotional Compensation among Generation Z—A Case Study of Labubu by Pop Mart

摘要: 本文以在Z世代中引发广泛情感共鸣的潮玩IP——Labubu为研究对象，针对当前相关研究多集中于消费行为描述而缺乏对文化动因与情感机制深入探讨的现状，采用问卷调查与深度访谈相结合的方法，系统剖析Labubu的吸引机制及其提供的三层“情感代偿”功能，揭示其吸引力源于丑萌反叛的美学、未完成的叙事留白、盲盒营销的刺激以及社群仪式认同，且发现该IP在个体、互动与社群层面有效满足了Z世代的情感陪伴、自我表达与归属需求，最后从情感符号开发、叙事参与机制与社群文化培育三个维度出发，为亚文化IP的可持续传播提出具体优化路径。

Abstract: This study takes Labubu, a trendy toy intellectual property (IP) that has generated widespread emotional resonance among Generation Z, as its research object. In response to the current literature’s predominant focus on descriptive accounts of consumer behavior, with insufficient exploration of underlying cultural motivations and emotional mechanisms, this research adopts a mixed-methods approach combining questionnaire surveys and in-depth interviews. It systematically analyzes Labubu’s appeal and its three-layered function of “emotional compensation”. The findings reveal that its attractiveness stems from an aesthetic of “ugly-cute” rebellion, narrative openness characterized by deliberate incompleteness, the excitement induced by blind-box marketing strategies, and the ritualized identity constructed within fan communities. Furthermore, the IP effectively fulfills Generation Z’s needs for emotional companionship, self-expression, and a sense of belonging at the individual, interpersonal, and community levels. Finally, drawing on the dimensions of emotional-symbol development, participatory narrative mechanisms, and community culture cultivation, this study proposes concrete optimization strategies for the sustainable dissemination of subcultural IPs.