Z世代消费新主流影视的原因与趋势——基于使用与满足理论

Reasons and Trends in Generation Z’s Consumption of New Mainstream Film and Television——Based on Use and Satisfaction Theory

新主流影视在刷新高票房、高收视率的同时,也创造了属于自己的新纪元,更是进入了Z世代的期待视野。为进一步思考分析新主流影视的Z世代消费热潮的原因,探讨Z世代的消费趋势变化。基于问卷调研的Z世代数据,采用“使用与满足”理论中的GS-GO模型,实证分析其观看新主流影视的基本特征概况。结论表明,Z世代的文化消费动机对消费行为产生正向显著影响;文化消费需求基本获得满足,但情感精神需求层面效果欠佳,存在缺口;通过对情感精神偏好特性进行回归分析可知,“进步青年的精神鼓舞”是影响消费需求满足的关键要素。此结论对新主流影视思考如何加强Z世代的黏性与依赖度,探索新的优化发展方向具有借鉴意义。

While refreshing big box office and high ratings,new mainstream film and television created their own new era and even infiltrated the expectations of Generation Z.In order to investigate the reason for Generation Z’s consumption of new mainstream film and television and discuss its consumption trend,the GS-GO model of the "Use and Satisfaction" theory is used to empirically analyze the fundamental aspects of Generation Z’s viewing of new mainstream film and television based on information from the questionnaire survey.The results demonstrate that Generation Z’s cultural consumption motivations have a significantly positive influence on consumption behavior;Cultural consumption demands are well met,but emotional and spiritual needs are less effectively met and a gap exists;The fulfillment of consumption requirements is significantly influenced by "spiritual inspiration of progressive youth" according to a regression study of emotional and spiritual preference characteristics.This result has references for the new mainstream film and television to consider how to increase the stickiness and dependence of Generation Z and explore new optimization strategies.