教育传媒研究

“谷子经济”作为Z世代青年新兴的物质文化实践，常被视为非理性的冲动消费。那么，Z世代青年自身是如何理解这一现象的？本研究以Z世代大学生“谷圈”为例，基于深度访谈和主题分析方法，深入剖析其“吃谷”行为背后的情感逻辑与圈层互动。研究发现，“吃谷”并非单一的消费现象，而是由情感生成、物质转化、社群共享与身份合法化共同构成的意义生产机制，具体体现为“情感对象的生成—情感的物化—情感的共享—消费协商与身份建构”的全过程链条。在此链条中，“谷子”成为独特的“情感日记本”，“吃谷”也超越商品交易层面，成为Z世代青年策略性建构情感世界、确立自我认同并与外部世界进行意义协商的文化实践。

The “Goods economy，” as an emerging material culture practice among Generation Z youth， is often misunderstood as irrational impulsive consumption. How do Generation Z youth themselves understand this phenomenon? Taking the college student “Guzi Circle” as a case， this study draws on in-depth interviews and thematic analysis to examine the emotional logic and intro-circle interactions underlying Generation Z’s practices. The findings show that “Goods consumption” is not merely a single consumption phenomenon， but a mechanism of meaning production jointly constituted by emotional generation， material transformation， community sharing， and identity legitimation. Specifically， it unfolds as a processual chain of “the generation of emotional objects—the materialization of emotion—the sharing of emotion—consumption negotiation and identity construction.” Within this mechanism， “Goods” become an irreplaceable “emotional diary，” while the practice of buying and collecting “Goods” goes beyond simple commodity exchange. It becomes an important cultural practice through which Generation Z youth strategically constructs emotional worlds， establishes self-identity， and negotiates meaning with the external world.