目的 旨在探究Z世代的数字化文化消费行为对文化产业的影响,提出构建符合Z世代需求的文创云平台的互动策略。方法 通过采集和分析Z世代的消费行为数据,并结合数字人文理论和媒介理论,探讨Z世代的文化消费行为模式和偏好。采用问卷调查和深度访谈等定性和定量研究方法,收集Z世代对文化产品的态度和需求。结果 研究发现,Z世代对富有文化内涵和创新设计的文创产品有显著偏好,发现他们多通过社交媒体和KOL与品牌进行互动。此外,Z世代倾向于参与互动性高和个性化数字平台活动。结论 根据研究结果,为了满足Z世代的个性化需求并提升其文化消费活力,文创云平台应采取跨界整合的策略并融合数字化互动与用户参与的方法。本研究不仅揭示了Z世代的消费行为特征,而且为文化产业的数字化转型提供了新的视角和实践路径。
Abstract
The work aims to explore the impact of digital cultural consumption behaviour of Generation Z on the cultural industry and propose an effective interaction strategy for constructing a cultural and creative cloud platform that meets Generation Z's needs. By collecting and analyzing the consumption behaviour data of Generation Z, and combining digital humanities theory and media theory, the behavioural patterns and preferences of Generation Z in cultural consumption were discussed. Qualitative and quantitative research methods, including questionnaires and in-depth interviews, were used to collect data on the attitudes and needs of Generation Z towards cultural products. It was found that Generation Z had a significant preference for cultural products that were rich in cultural connotation and innovative design, and they interacted with brands through social media and KOLs. In addition, Generation Z tended to participate in highly interactive and personalized digital platforms. According to the results of this study, in order to satisfy the personalized needs of Generation Z and enhance their cultural consumption dynamics, cultural and creative cloud platforms should adopt a cross-border integration strategy that combines digital interaction and user engagement. This study not only reveals the consumption behavior of Generation Z, but also provides new perspectives and practical paths for the digital transformation of the cultural industry.
关键词
Z世代文化消费 /
数字文创平台 /
产教融合生态 /
社交媒体互动 /
用户行为分析
Key words
Generation Z's cultural consumption /
digital cultural and creative platform /
industry-education integration ecosystem /
social media interaction /
user behaviour analysis
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基金
广东省教育科学规划课题（高等教育专项）（2022GXJK0901）; 广东省普通高校重点领域专项（服务“百千万工程”）（2024ZDZX4048）; 广东省普通高校特色创新类项目（2023WTSCX165）
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