消费风尚迭代下的展览生态重构与创新实践

Reconstruction and Innovation of Exhibition Ecology in the Context of Evolving Consumer Trends

摘要: Z世代已成为展览行业核心消费群体，其“社交化、体验式、个性化”消费需求驱动行业转型，但当前诸多传统展览存在技术应用堆砌、IP联动表层化等与Z世代需求的错位问题。本研究通过文献梳理、深度访谈与扎根理论编码，构建“五维认知–三维体验–四类行为”三阶联动模型；通过问卷调查、结构方程模型验证，揭示Z世代展览消费规律。研究发现，认知呈“社交(0.68) > 科技(0.55) > 情感(0.42) > 个性(0.38) > 效率(0.23)”驱动差异，体验维度总中介效应达52.6%，且95后与00后存在显著代际需求分化，形成“高分享、中复购、强衍生、低溢价敏感”行为矩阵。本研究提出价值逻辑、体验设计、商业模式三大转型方向，为行业从“静态陈列”向“动态共创”转型提供有益参考。

Abstract: Generation Z has become the core consumer group in the exhibition industry. Their consumption demands for “socialization, experiential engagement, and personalization” are driving the industry’s transformation. However, many traditional exhibitions currently face a mismatch with the needs of Generation Z, such as the superficial application of technology and shallow IP collaborations. Through literature review, in-depth interviews, and grounded theory coding, this study constructs a three-tier linkage model of “five-dimensional cognition-three-dimensional experience-four categories of behavior”. Using questionnaire surveys and structural equation modeling for validation, it reveals the consumption patterns of Generation Z in exhibitions. The study finds that cognition exhibits a driving hierarchy: “social (0.68) > technology (0.55) > emotion (0.42) > individuality (0.38) > efficiency (0.23)”. The total mediating effect of the experience dimensions reaches 52.6%, with significant intergenerational demand differences between post-95s and post-00s, forming a behavior matrix characterized by “high sharing, moderate repurchase, strong derivative engagement, and low sensitivity to price premiums”. This research proposes three transformation directions—value logic, experience design, and business models—providing valuable insights for the industry’s shift from “static display” to “dynamic co-creation”.