摘 要
随着全球化与文化多样性的深入发展，Z世代作为数字时代原住民，其消费行为受到多元文化因素的显著影响。本研究旨在探讨文化因素如何作用于Z世代消费者的购买决策过程，并揭示其内在机制。研究基于文化心理学和消费者行为学理论框架，采用混合研究方法，通过问卷调查收集定量数据，并结合深度访谈获取定性资料。样本选取覆盖中国多个城市及不同社会经济背景的Z世代群体，确保研究结果的广泛代表性。数据分析表明，文化认同、跨文化传播以及社交媒体中的文化符号对Z世代的购买决策具有重要影响，其中亚文化认同和个性化表达需求尤为突出。此外，研究发现数字化环境下的文化融合现象显著改变了传统消费文化的传递方式，进一步强化了文化因素在购买决策中的权重。本研究的创新点在于首次将文化维度系统性地引入Z世代消费行为分析，并提出了“文化适应型消费”概念，为理解年轻一代的消费心理提供了新视角。研究结果不仅丰富了消费者行为学领域的理论框架，还为企业制定精准营销策略提供了实践指导，特别是在品牌文化定位和内容传播方面具有重要参考价值。
关键词：Z世代消费行为；文化认同；跨文化传播；亚文化认同；文化适应型消费
Abstract
As globalization and cultural diversity continue to evolve, Generation Z, as digital natives, exhibits consumption behaviors significantly influenced by multicultural factors. This study aims to explore how cultural factors affect the purchasing decision-making process of Generation Z consumers and to uncover the underlying mechanisms. Grounded in the theoretical fr ameworks of cultural psychology and consumer behavior, a mixed-methods approach was adopted, wherein quantitative data were collected through questionnaires and qualitative insights were obtained via in-depth interviews. The sample selection encompassed Generation Z individuals from multiple cities in China with diverse socioeconomic backgrounds, ensuring the broad representativeness of the findings. Data analysis reveals that cultural identity, cross-cultural communication, and cultural symbols in social media play crucial roles in shaping the purchasing decisions of Generation Z, with subcultural identification and the need for personalized ex pression being particularly prominent. Additionally, the study finds that cultural hybridization in digital environments has notably altered the transmission of traditional consumer culture, further enhancing the significance of cultural factors in purchase decisions. A key innovation of this research lies in systematically integrating the cultural dimension into the analysis of Generation Z’s consumption behavior and proposing the concept of "culture-adaptive consumption," which offers a new perspective on understanding the consumption psychology of younger generations. The results not only enrich the theoretical fr amework of consumer behavior studies but also provide practical guidance for businesses in developing precise marketing strategies, especially in terms of brand cultural positioning and content dissemination.
Keywords: Z Generation Consumption Behavior; Cultural Identity; Cross-Cultural Communication; Subcultural Identity; Culture-Adaptive Consumption
目 录
1绪论 1
1.1Z世代消费者购买决策的研究背景 1
1.2研究Z世代文化因素的意义分析 1
1.3国内外研究现状与文献综述 1
1.4本文研究方法与技术路线 2
2Z世代消费者的文化特征分析 2
2.1Z世代的文化价值观形成机制 2
2.2社交媒体对Z世代文化的影响 3
2.3多元文化背景下Z世代的认同模式 3
2.4Z世代文化特征与消费行为的关系 4
2.5文化因素对Z世代消费心理的作用 4
3Z世代购买决策中的文化驱动因素 4
3.1消费场景中的文化符号解读 5
3.2品牌文化与Z世代的情感联结 5
3.3传统文化在Z世代消费中的复兴现象 6
3.4全球化文化对Z世代购买决策的影响 6
3.5亚文化群体对消费选择的塑造作用 7
4Z世代文化因素影响下的营销策略研究 7
4.1针对Z世代的文化营销策略设计 7
4.2基于文化共鸣的品牌传播路径 8
4.3数字化时代下文化叙事的创新实践 8
4.4跨文化传播中Z世代消费者的引导方式 9
4.5文化因素在产品开发中的应用分析 9
结论 10
参考文献 11
致 谢 12
