情感驱动与符号互动：电商场景下Z世代文化消费的逻辑建构

Emotion-Driven and Symbolic Interaction: The Logical Construction of Cultural Consumption of Generation Z in E-Commerce Scenarios

摘要: 在电商蓬勃发展的当下，本研究基于使用与满足理论、鲍德里亚符号消费理论，采用混合研究方法，结合电商平台消费数据与典型案例，解析Z世代(1995~2009年出生)在电商场景中的文化消费逻辑。基于“情感需求–符号实践–平台互构”分析框架，研究发现，Z世代通过电商平台实现“情感陪伴”“情绪管理”“价值确认”的消费实践，其行为受“个性展演–群体认同–价值共鸣”三重情感逻辑驱动，且与电商平台形成深度互构。未来电商平台需以情感算法优化内容生态、以沉浸式交互增强体验价值、以社群共创构建文化认同，为数字文化产业创新提供路径参考。

Abstract: In the context of the booming e-commerce industry, this study, based on the Uses and Gratifications Theory and Baudrillard’s theory of symbolic consumption, adopts a mixed research approach, combining e-commerce platform consumption data and typical cases, to analyze the cultural consumption logic of Generation Z (born between 1995 and 2009) in the e-commerce scenario. Based on the analytical framework of “emotional needs-symbolic practice-platform co-construction”, the study finds that Generation Z achieves consumption practices of “emotional companionship”, “emotional management”, and “value confirmation” through e-commerce platforms, and their behaviors are driven by the triple emotional logic of “individual performance-group identity-value resonance”, and form a deep mutual construction with e-commerce platforms. In the future, e-commerce platforms need to optimize the content ecosystem with emotional algorithms, enhance the experience value with immersive interaction, and build cultural identity through community co-creation, providing a path reference for the innovation of the digital cultural industry.