社交媒介情境下青年情绪消费取向的特征、成因及营销策略

Characteristics, Causes, and Marketing Strategies of Youth Emotional Consumption Orientation in the Context of Social Media

摘要: 情绪消费作为青年群体主导的新兴消费趋势，主要表现为重视情感的悦己消费、追求即时满足的情绪补偿消费、强化身份认同的圈层消费。这一现象看似是青年个体的经济行为，实质上映射出青年重视自我取悦、体验价值、圈层归属的消费取向转变。变化的背后，是青年社会压力加剧与情感慰藉的需求，是物质丰裕环境下消费自主权的提升，更是在平台算法、KOL营销、资本布局与模块化社交共同作用下对情绪补偿和圈层认同的迫切渴望。对此，应针对自我表达、体验价值与圈层传播等取向，完善内容供给、转化链路、社群运营、技术赋能与伦理治理等营销策略，推动青年消费生态环境与社交媒介营销的协同优化。

Abstract: As an emerging consumption trend led by young people, emotional consumption is mainly manifested in pleasure-oriented consumption that values emotional satisfaction, compensatory consumption that pursues instant gratification, and circle-based consumption that reinforces identity recognition. Although this phenomenon appears to be an individual economic behavior among young people, it essentially reflects a shift in their consumption orientation toward self-pleasure, experiential value, and group belonging. Behind this change are the intensification of social pressure among young people and their need for emotional comfort, the enhancement of consumer autonomy in an environment of material abundance, and, more importantly, their urgent desire for emotional compensation and circle-based identity recognition under the combined influence of platform algorithms, KOL marketing, capital deployment, and modularized social interaction. In response, marketing strategies should be improved in line with orientations, such as self-expression, experiential value, and circle-based communication, with efforts focused on content supply, conversion pathways, community operations, technological empowerment, and ethical governance, so as to promote the coordinated optimization of the youth consumption ecosystem and social media marketing.