Z世代疗愈消费的决策机理与支付意愿测度——基于“理性治愈”双系统模型的实证研究

Decision-Making Mechanism and Willingness-to-Pay for Healing Consumption among Generation Z—An Empirical Study Based on the “Rational Healing” Dual-System Model

摘要: 数字经济背景下，以情绪调节、压力缓解和自我关怀为目的的疗愈消费逐渐受到青年消费者关注。本文以1997~2012年出生的青年消费者群体(以下简称“Z世代”)为研究对象，结合网络文本挖掘、多阶段分层抽样调查(N = 1171)、离散选择实验、随机森林及Bootstrap中介检验，探讨疗愈消费的决策机制与支付意愿。研究发现，疗愈消费呈现“情绪触发–价值评估”的序贯决策模式：情绪唤醒部分解释生活压力对购买意愿的影响，价值评估因素与购买意愿关联更强，并发挥调节作用。消费者愿意为专业背书、效果可量化和隐私保护支付额外费用，其中专业背书溢价最高。研究提出“理性治愈”框架，为理解情绪消费行为及优化产品设计提供参考。

Abstract: Against the backdrop of the digital economy, healing consumption aimed at emotional regulation, stress relief and self-care has gained increasing attention among young consumers. This study examines consumers born between 1997 and 2012 (Generation Z) using web text mining, multi-stage stratified sampling survey (N = 1171), discrete choice experiments, random forests, and Bootstrap mediation analysis. The results show a sequential decision pattern of “emotional triggering-value evaluation”: emotional arousal partially mediates the association between life stress and purchase intention, while value evaluation factors have a stronger association with purchase intention and exert a moderating effect. Consumers are willing to pay premiums for professional endorsement, measurable effectiveness, and privacy protection, with professional endorsement showing the highest premium. This study proposes a “rational healing” framework to explain emotional consumption decisions and provides implications for product design.