从情感联结到符号消费：Z世代群体对LABUBU盲盒的购买动机与身份建构的研究

From Emotional Connection to Symbolic Consumption: A Study on the Purchase Motivation and Identity Construction of Z-Generation towards LABUBU Lind Boxes

摘要: 本文以泡泡玛特旗下LABUBU盲盒为研究对象，聚焦Z世代群体对该产品的购买动机与身份建构过程。首先分析Z世代“社交型消费”、“情绪价值优先”以及“追求个性化定制”的消费趋向，进而揭示其购买LABUBU的“情感、社交、符号”的消费动机，包括LABUBU视觉符号与盲盒机制带来的情感满足、圈层互动催生的社交需求、稀缺设计赋予的符号价值追求。最后从个体、群体、社会三个层面，阐释Z世代以LABUBU符号消费为中介，实现自我表达、圈层认同与文化自信建构的机制，为理解情绪经济时代Z世代符号消费逻辑提供参考。

Abstract: This article takes the LABUBU blind box under the brand of Pop Mart as the research object, focusing on the purchase motives and identity construction process of the Z-generation towards this product. Firstly, it analyzes the consumption trends of the Z-generation, including “social consumption”, “emotional value priority”, and “pursuit of personalized customization”. Then, it reveals the “emotional, social, and symbolic” consumption motives of purchasing LABUBU, including the emotional satisfaction brought by the visual symbols and blind box mechanism of LABUBU, the social needs generated by circle interaction, and the pursuit of symbolic value endowed by the scarce design. Finally, from the individual, group, and social levels, it explains the mechanism by which the Z-generation uses LABUBU symbolic consumption as a medium to achieve self-expression, circle identification, and cultural confidence construction, providing a reference for understanding the symbolic consumption logic of the Z-generation in the era of emotional economy.