Z世代的“社交货币"消费与产业启示

中图分类号：G127文献标识码：A

文章编号:2096-4110(2025)12(c)-0195-04

The Consumption and Industry Implications of Generation Z's "Social Currency"

SU Jiawei

(Nanhang Jincheng College,Nanjing Jiangsu,2111Oo, China)

Abstract: Asdigital natives,Generation Zhasbecomeacore force intheconsumer market,exhibitingadistinctive"share-before-consumption"behavior.Teirpurchasingdecisionsincreasinglydependonthedisplayvalueandsocialdiseminationpotetialof products.ThisstudyrevealsthattheessnceofGenerationZ'sconsumptionliesin"dentityperformance"ondigitalfrontstagesto acquire "socialcurency"—usingconsumersymbolstoshapeself-image,afimgroupbelonging,andmaintainsocialrelatioships. Employingacombinationofcaseanalysisandlogicaldeduction,thisresearch examinesconsumptionphenomenasuchasblindbox toys,trendy beverages,and guochao products to systematically deconstruct the logic behind Gen Z 's identity performance. Findings indicatethatthekeytobrandsuccessliesinaligningwiththisdemandbyprovidingthreeesentialsupports:"props"asvehiclesfor self-expresion"sripts”tatlowerthetesoldforshaingnd"sages"tatitegateliandoflineexperiencs.Acdingly this studyproposessrategiesfroteprspectisofproductdevelopnt,sarioeatioandotentoperationfingactical insights for brands to establish profound connectionswith GenZ.

Key Words: Generation Z; Social Currency; Identity performance; Dramaturgy; Brand; Consumer culture

在数字技术深度渗透日常生活的今天，Z世代（通常指1995—2009年出生的一代人）的消费行为正在发生转变：购买不再是消费的终点，而是新一轮社交互动的起点。（剩余5577字）