文章基本信息

标题：Generation Z and Consumption: How Communication Environment Shapes Youth Choices
本地全文：下载
作者：Smaliukiene, Rasa ; Kocai, Elena ; Tamuleviciute, Angele 等
期刊名称：Media Studies
印刷版ISSN：1847-9758
电子版ISSN：1848-5030
出版年度：2021
卷号：11
期号：22
页码：24-45
DOI：10.20901/ms.11.22.2
出版社：Sveučilište u Zagrebu, Fakultet političkih znanosti i Hrvatsko komunikacijsko društvo
摘要：Using smart applications, members of Generation Z communicate in their networks on a wide‏ range of issues, which forms their social sensitivity and makes impact on their consumption. The article‏ focuses on Generation Z in Central and East Europe (CEE) where youth as a share of the total population is‏ the smallest in the world. This study investigates Generation Z in Lithuania, one of the CEE countries, and‏ presents the results of a large-scale survey of youth which analyses the expression of consumption and‏ its interconnection with characteristics formed by social media. There are three main characteristics that‏ explain consumption by Generation Z: cultural tolerance, social tolerance and tolerance to otherness on‏ the network. This threefold theoretical model was proved using the Structural Equation Model (SQM). On‏ the basis of this test we found out that social mindset is the strongest mediator between communication‏ environment and consumption by Generation Z. At the same time, communication environment‏ motivates for self-reward and hedonic consumption which does not compete and goes along with the‏ social mindset. We conclude that Gen Z is a new group in consumer society that is distinctive by its unique‏ characteristics.‏
关键词：consumptions; youth; generation Z; communication; social mindset; structural equation model (SQM ) test