A Study on the Factors Influencing Youth's Willingness for Irrational Consumption:A Dual Perspective of Individual Characteristics and Product Characteristics
As the vanguard force of the country,it is particularly important to guide young people to-wards healthy and correct consumption concepts.In recent years,network subculture has become a prevalent trend among the youth.With the collision and integration of network subculture and consumption culture,ir-rational consumption phenomena of young people have been increasingly observed.In order to deeply explore the influencing factors and effects of young people's willingness to engage in irrational consumption,this study adopts a dual perspective of"individual characteristics"and"product characteristics"and employs the Logis-tic regression model for empirical testing.The results show that:①When considering only"individual charac-teristics",the improvement of employment situation has a significant negative impact on the irrational con-sumption willingness of young people;②When considering only"product characteristics",the improvement of price acceptability has a significant negative impact on young people's irrational consumption intention,whereas improvement in quality satisfaction and practicality satisfaction has a significant positive impact on young people's irrational consumption intention;③When considering both"individual characteristics"and"product characteristics",the empirical conclusion is still valid.In view of this,the brand party shall take strengthening product quality and brand building as the fundamental guarantee.At the same time,relevant government departments should strengthen public opinion publicity,guide youth to consume moderately rather than"kryptonite"at any cost,standardize media behavior and promote the healthy operation of network sub-cultures,and then realize the transformation of young people from fanatical"paying for love"to rational"pay-ing for quality",and finally build a"friendly and clean"cultural industry ecosystem.