压力情境下Z世代“购物疗愈”与“购物车疗愈”机制差异研究

Research on the Differences between the Mechanisms of “Retail Therapy” and “Cart Therapy” of Generation Z under Stress Situations

摘要: 本研究探讨压力情境下Z世代(1995~2009年出生)在电商平台的消费行为差异，聚焦“购物疗愈”(实际购买)与“购物车疗愈”(仅加购不购买)两种模式。通过对222名Z世代的混合方法研究发现：(1) 职业分化显著：职场新人依赖购物车疗愈构建掌控感(75%)，自由职业者偏好混合模式(35.2%, χ² = 13.514, p < 0.001)，学生因经济约束倾向线下解压(28.9%)；(2) 压力源驱动行为选择：经济压力触发购物疗愈(χ² = 4.757, p = 0.029)，家庭压力引发购物车疗愈(χ² = 7.377, p = 0.007)，社交压力推动混合模式；(3) 算法干预的双刃剑效应：“限时秒杀”刺激72.2%混合组冲动消费但会造成焦虑反弹；(4) 代际价值观跃迁：57.3%通过国潮消费锚定文化身份，67%深夜加购追求“虚拟掌控感”，体现从物质占有向“符号–体验”双元驱动的转型。研究为电商平台优化算法伦理及消费者心理健康管理提供理论依据。

Abstract: This study explores the differences in consumption behavior of Generation Z (born in 1995~2009) on e-commerce platforms under stressful situations, focusing on two models: “Retail Therapy” (actual purchase) and “Cart Therapy” (only adding purchases but not purchasing). A mixed-methods study of 222 Gen Z found that: (1) Occupational differentiation was significant: newcomers to the workplace relied on cart therapy to build a sense of control (75%), while freelancers preferred a mixed model (35.2%, χ² = 13.514, p< 0.001), students tend to decompress offline due to economic constraints (28.9%); (2) Stressor-driven behavioral choices: economic stress triggers retail therapy (χ² = 4.757, p = 0.029), family stress induced shopping cart healing (χ² = 7.377, p = 0.007), and social stress drove a mixed model; (3) The double-edged sword effect of algorithmic intervention: “limited-time flash kill” stimulates 72.2% of the mixed group to consume impulsively, but it will cause anxiety rebound; (4) Intergenerational value leap: 57.3% anchor their cultural identity through national tide consumption, and 67% pursue a “virtual sense of control” through late-night additional purchases, reflecting the transformation from material possession to “symbol-experience” dual-driven. This study provides a theoretical basis for the optimization algorithm ethics of e-commerce platforms and the management of consumer mental health.