The Origin, Development, and Future of Emotional Consumption The Origin, Development, and Future of Emotional Consumption among Generation Z in the Digital Age

Abstract

This study aims to systematically trace the complete lineage of emotional consumption from its theoretical origins to its development in the digital age, focusing on Generation Z (born 1995-2009) as the core group for in-depth analysis of their emotional consumption practices. The research builds upon the theories of "emotional consumption" and "emotional modernity" proposed by Professor Wang Ning, integrating studies by scholars such as Cao Ziyang and Zhou Xuanchen on digital phenomena to construct an integrated analytical framework of "modernity dilemma - emotional needs - consumption practices" that combines macro-structural, meso-mechanistic, and micro-practical perspectives. Through textual analysis of typical cases such as "temple tourism" and "spending money on virtual idols" (kejin), this study reveals the new forms and characteristics of emotional consumption in the digital age and the underlying psychological needs and social mentality of Generation Z. The research further analyzes how the collusion mechanism of "capital-technology-media" promotes the alienation path of emotional consumption from "need satisfaction" to "desire manufacturing," and attempts to offer constructive thoughts on the future healthy development of emotional consumption.