“悦己经济”下Z世代情绪价值型商品的电商消费决策机制研究

A Study on the E-Commerce Consumption Decision-Making Mechanism of Emotional Value-Oriented Products among Generation Z in the Context of the “Pleasure-for-Oneself Economy”

摘要: 在“悦己经济”背景下，情绪价值正成为Z世代电商消费的重要驱动力。本文以泡泡玛特盲盒为案例，围绕情绪价值型商品的消费决策机制展开分析。研究发现，Z世代购买此类商品并非主要出于功能需求，而是在情绪补偿、符号表达和圈层认同的共同作用下，借助内容种草、算法推荐、视觉呈现、互动传播和稀缺营销等平台机制，逐步完成由情绪唤起到兴趣累积再到购买转化的过程。情绪价值型商品的流行，本质上是青年情绪需求、商品意义建构与平台放大机制共同作用的结果。本文有助于理解Z世代情绪消费的形成逻辑，也为优化平台治理和规范情绪营销提供参考。

Abstract: In the context of the “pleasure-for-oneself economy,” emotional value has become an important driver of e-commerce consumption among Generation Z. Using Pop Mart blind boxes as a case study, this paper explores the consumption decision-making mechanism of emotional value-oriented products. The findings show that Generation Z purchases such products not mainly for functional purposes, but under the combined influence of emotional compensation, symbolic self-expression, and community identification. Through platform mechanisms such as content seeding, algorithmic recommendation, visual presentation, interactive communication, and scarcity marketing, consumers move from emotional arousal to purchase conversion. The popularity of such products reflects the joint effect of young consumers’ emotional needs, product meaning construction, and platform amplification. This study helps explain the logic of emotional consumption among Generation Z and provides insights for platform governance and the regulation of emotional marketing.