电商环境下Z世代大学生“谷子”消费研究

Study on the Consumption of “Goods” by Generation Z College Students under the Background of E-Commerce

摘要: 近年来，“谷子”凭借其独特的情感共鸣与符号价值体系逐步成为青年亚文化消费的核心载体，并在电商平台的赋能与助推下，日益成为Z世代大学生群体的消费新焦点。本研究立足电子商务蓬勃发展的背景，以符号互动理论为视角，深度剖析Z世代大学生“谷子”消费行为的特征以及成因。研究发现，大学生“谷子”消费行为特征主要表现为：身份建构需求深度支撑消费行为、圈层符号与互动规则深刻影响消费行为以及消费呈现理性策略与非理性倾向的双重性。经过分析，大学生“谷子”消费行为的成因主要有：“谷子”商品作为精神寄托满足其独特的情感需求、作为维系关系的粘合剂满足其社交需求以及系列产品的收集满足其对秩序掌控的快感。最后，本研究基于大学生“谷子”消费特征与成因提出对策建议，呼吁社会各方多元协同对Z世代大学生“谷子”消费进行引导，推动其向健康且有深度的方向发展。

Abstract: In recent years, “goods” has gradually become the core carrier of youth subculture consumption due to its unique emotional resonance and symbolic value system. With the empowerment and promotion of e-commerce platforms, it has increasingly become a new consumption focus for Z-generation college students. Based on the booming background of e-commerce, this study, from the perspective of symbolic interaction theory, deeply analyzes the characteristics and causes of the “goods” consumption behavior of Generation Z college students. The research finds that the main characteristics of college students’ “goods” consumption behavior are: the deep support of identity construction needs for consumption behavior, the profound influence of circle symbols and interaction rules on consumption behavior, and the duality of rational strategies and irrational tendencies in consumption. After analysis, the main causes of college students’ “goods” consumption behavior are: “goods” products as spiritual sustenance meet their unique emotional needs, as a binder for maintaining relationships meet their social needs, and the collection of series products meet their pleasure of controlling order. Finally, based on the characteristics and causes of college students’ “goods” consumption, the study puts forward countermeasures and suggestions, calling for the coordinated efforts of all parties in society to guide the “goods” consumption of Z-generation college students and promote its healthy and in-depth development.