杭州市Z世代中医药养生现状及养生产品需求的研究

Research on the Current Situation of Generation Z Traditional Chinese Medicine Health Care and the Demand for Health Care Products in Hangzhou

摘要: 本研究以杭州市560名15~29岁群体为样本，综合运用问卷调查、因子分析与K-Means聚类方法，剖析Z世代中医药养生认知、行为矛盾及产品需求特征。研究发现，Z世代对中医药养生存在显著认知与行为割裂：68.57%的受访者认知水平偏低，但96.9%实际体验过相关养生方式，且56.07%呈现“边放纵边养生”的朋克养生行为。通过因子分析提取成本需求、品质需求、便利需求、感性需求四大需求。进一步聚类分析揭示四类消费群体：精打细算者注重综合性价比，低价偏好者仅关注价格，颜值导向者追求产品美学与文化价值，品质实用者偏好品质与便利性但占比最低。基于此，提出“轻量化产品创新 + 新中式美学赋能 + 精准科普体系”的产业优化路径，为中医药养生文化在青年群体中的创新性转化提供实践参考。

Abstract: This study, using a sample of 560 individuals aged 15 to 29 from Hangzhou, employs a combination of questionnaire surveys, factor analysis, and K-Means clustering methods to explore the characteristics of Generation Z’s perceptions, behavioral contradictions, and product demands regarding traditional Chinese medicine (TCM) health care. The study found that Generation Z has a significant cognitive and behavioral separation from traditional Chinese medicine health care: 68.57% of the respondents have a low cognitive level, but 96.9% have actually experienced the relevant methods, and 56.07% show the punk health care behavior of “indulging while maintaining health”. Factor analysis extracted four major demands: cost demand, quality demand, convenience demand and emotional demand. Further cluster analysis reveals four types of consumer groups: careful calculators pay attention to comprehensive cost-effectiveness, low-priced people only pay attention to price, appearance-oriented people pursue product aesthetics and cultural value, and quality practical people prefer quality and convenience, but account for the lowest proportion. Based on this, the industrial optimization path of “lightweight product innovation + new Chinese aesthetic empowerment + precise science popularization system” is proposed to provide a practical reference for the innovative transformation of traditional Chinese medicine health culture among young people.