“快乐购”且“精致穷”:消费主义对Z世代主观幸福感的影响

"Pleasant Purchase" while "Exquisite Poverty":A Study of the Influence of Consumerism on Generation Z's Subjective Well-Being

数字经济时代,倡导良性消费以提升居民消费幸福感与我国刺激内需推动产业结构升级息息相关。文章以液态社会理论为基础将消费主义内化为情感化、社交型、奢侈型与过度化消费四个维度,综合运用324份结构化访谈问卷数据,聚焦Z世代的消费理念和行为模式展开消费主义对主观幸福感影响的实证分析。结果显示:追求精致生活而消费的愉悦增益易被与之相应的经济压力抵消,消费主义对Z世代主观幸福感具有抑制作用;且存在结构效应,即情感化消费与社交型消费以价值效应刺激Z世代主观幸福感提升,奢侈型与过度化消费以地位效应抑制主观幸福感;同时过度化消费还存在正U型幸福效应。文章以经济学范式融合心理分析探究消费主义的渗透机制,为青年群体幸福感研究贡献了一个新的视角。

In the era of digital economy,advocating benign consumption to enhance residents' consumption happiness is closely related to stimulating domestic demand as well as upgrading industrial structure in China.Based on the Liquid Society Theory,we internalize consumerism into four dimensions:Sentimental,Interactive,Conspicuous and Excessive Consumption.Combining 324 structured interviews,we have investigated the impact of consumerism on the Subjective Well-being of Generation Z by focusing on their consumption concepts and behavioral patterns.The results suggest that the pleasure from pursuing exquisiteness can be offset by financial stress,consumerism has a suppressive effect on the subjective well-being of Generation Z,in which lies a structural effect:the Sentimental and the Interactive Consumption stimulate the subjective well-being of Generation Z with value effect,while the Conspicuous and the Excessive Consumption suppress subjective well-being with status effect;moreover,the Excessive Consumption also has a positive U-shaped well-being effect.The article explores the mechanism of Consumerism Penetration by integrating psychological analysis with economic paradigm,providing novel insights into the study of youth happiness.