数字经济背景下数字原住民消费特性形成机理与发展策略研究

Research on Mechanisms and Development Strategies for the Formation of Consumption Characteristics of Digital Natives in the Digital Economy

消费是促进我国经济社会健康发展的重要支柱,特别是中国特色社会主义进入新时代后,我国居民消费逐渐从“量的满足”转向“质的提升”。当前,中国数字经济快速发展,孕育出的“数字原住民”群体也不断壮大,成为新型消费的中坚力量。基于此,本文通过发放调查问卷的方式研究数字原住民消费特性的影响因素,并对影响因素建立立体框架,以探究影响因素的传导作用机制,从而对政府、企业和高校提出针对性建议,以期促进新型消费群体的健康发展与社会更进一步的发展。

Consumption is an important pillar for promoting the healthy development of China’s economy and society,and especially after socialism with Chinese characteristics has entered a new era,China’s residents’consumption has gradually shifted from“quantitative satisfaction”to“qualitative improvement”.At present,the rapid development of China’s digital economy has given rise to a growing group of“digital natives”,who have become the backbone of new consumption.Based on this,this paper studies the infl uencing factors of consumption characteristics of digital natives by distributing questionnaires and establishes a three-dimensional framework for infl uencing factors to explore the transmission mechanism of the infl uencing factors,to put forward targeted suggestions to the government,enterprises and universities,and to promote the healthy development of the new consumer group and the further development of the society.