华北水利水电大学学报（社会科学版）

青年作为国家的先锋力量，引导其树立健康、正确的消费观念尤为重要。近年来，网络亚文化成为青年群体中盛行的潮流新态势，伴随网络亚文化与消费文化的相互碰撞和渗透，青年非理性消费现象层出。为深入探究青年非理性消费意愿的影响因素及其影响效应，基于“个体特征”和“产品特征”的双重视角，运用Logistic回归模型进行实证检验。分析发现：(1)仅考虑“个体特征”,就业情况的改善对青年非理性消费意愿有显著的负向影响；(2)仅考虑“产品特征”,价格接受度的提高对青年非理性消费意愿有显著的负向影响，而质量满意度和实用性满意度的提高对青年非理性消费意愿有显著的正向影响；(3)同时考虑“个体特征”和“产品特征”,实证结论仍然成立。有鉴于此，品牌方应加强产品质量和品牌建设；政府相关部门应加强舆论宣传、规范媒介行为，促进网络亚文化的健康运行，引导青年适度消费，进而实现青年群体从狂热的“为爱买单”向理性的“为质买单”转变，最终构建“亲清型”文化产业生态。

As the vanguard force of the country, it is particularly important to guide young people towards 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, irrational 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 Logistic regression model for empirical testing. The results show that:(1)When considering only “individual characteristics”, the improvement of employment situation has a significant negative impact on the irrational consumption willingness of young people;(2)When 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;(3)When 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 subcultures, and then realize the transformation of young people from fanatical “paying for love” to rational “paying for quality”, and finally build a “friendly and clean” cultural industry ecosystem.