摘要
文章以情感消费为理论视角,研究大学生IP消费行为与文化产业健康发展的关系。基于深入访谈与虚拟民族志研究发现,大学生IP消费的动力主要来自IP内在魅力、IP生产机制以及消费者群体的社交等方面。情感认同与文化价值凸显大学生IP消费的内在魅力,由于新媒体时代的大学生成为具有双重身份的“产销者”,生产与消费合一、社交与消费互嵌促使大学生对IP产生黏性情感,激发出大学生IP消费的深层动力。
This study investigates the correlation between university students’consumption behavior of intellectual properties(IPs)and the healthy development of cultural industries from the perspective of emotional consumption.Through in-depth interviews and virtual ethnographic research,it is discovered that university students’IP consumption is primarily driven by the inherent charm of IPs,IP production mechanisms,and social aspects within consumer groups.Emotional identification and emphasis on cultural values enhance the inherent charm of university students’IP consumption.In the era of new media,university students have assumed dual identities as“producers-sellers,”blurring the lines between production and consumption while intertwining social interaction with consumption.This fusion cultivates a strong emotional attachment to IPs among consumers,stimulating profound motivations for university students’IP consumptions.
作者
阮顺风
李昭琪
Ruan Shunfeng;Li Zhaoqi(School of Sociology and Political Science,Anhui University,Hefei,Anhui,230601)
出处
《市场周刊》
2024年第28期82-85,共4页
Market Weekly
基金
安徽省2023年大学生创新创业训练计划“大学生IP消费动因的扎根研究”(项目编号:S202310357550)。
关键词
情感消费
大学生IP消费
深层动力
emotional consumption
university students’IP consumption
profound motivation
