Study on the Design of Consumption Motivation of Virtual Idol of Generation Z under the Perspective of Experience Economy

Abstract

 With the deep integration of digital technology and the cultural tourism industry, virtual idols have emerged as innovative cultural symbols that are progressively reshaping online cultural tourism experiences. These digital entities are becoming a pivotal medium for engaging Generation Z audiences. This study investigates the characteristics and motivations underlying Generation Z's consumption behaviours in cultural tourism exhibition scenarios involving virtual idols. Grounded in the Technology Acceptance Model (TAM) and experiential economy theory, we employ a mixed-methods approach combining quantitative questionnaire surveys with qualitative in-depth interviews to analyse behavioural patterns and intrinsic motivations. Our findings reveal three dominant consumption traits among Generation Z: interaction preference, symbolic consumption, and social sharing. These behaviours are primarily driven by emotional connection needs, self-expression aspirations, and technology-mediated novelty-seeking experiences. Importantly, the study identifies a synergistic effect between virtual idols' anthropomorphic characteristics and the immersive design of cultural tourism environments, which collectively enhance consumers' perceived experiential value. These insights provide both theoretical frameworks for academic research and actionable strategies for industry practitioners to innovate virtual idol applications and refine youth-oriented marketing in cultural tourism.