面向数字原住民的数字消费发展对策

Countermeasures for the Development of Digital Consumption for Digital Natives

数字经济时代,以90后为主的“数字原住民”是中国数字经济发展中形成的特殊群体,青年消费者在网络文化的影响下也在不断推动社会生产的转变。基于此背景,结合学界研究,本文通过发放调查问卷的方式研究数字原住民群体的消费行为及其影响因素,从数字特性、经济形态及消费体验三个维度分析其消费特性,以期为社会和企业把握数字时代的用户需求,准确开展数字原生用户的运营提供一定的指导意义。

The“digital natives”,mainly the post-90s,are a special group formed in the development of China’s digital economy,and the young consumers are constantly promoting the transformation of social production under the influence of network culture.Based on the above background,combined with academic research,this paper investigates the consumption behaviors of digital natives and their influencing factors by distributing questionnaires,and analyses the consumption characteristics from the three dimensions of digital characteristics,economic patterns and consumption experience,to provide certain guidance for the society and enterprises to grasp the needs of the users in the digital era,and accurately carry out the operation of digital natives.