数实融合发展提振消费市场——基于改善需求视角
Integration of Digital and Real Economies to Stimulate the Consumer Market—From the Perspective of Demand Enhancement

消费意愿和动力不足给国民经济的持续健康发展带来严重冲击，提振我国消费市场对于经济增长至关重要。新时代，在数字经济与实体经济融合的进程中，传统消费结合数字化技术孕育出多种新型消费模式，为消费者基于改善需求进行消费升级奠定坚实基础。本文从消费者视角出发，探索数实融合提振消费的理论基础和作用机制。研究发现，理论上数实融合能够显著带来消费扩容、升级，信息消费、服务消费、体验消费和绿色消费在此过程中发挥重要中介作用，其中，用户价值创新理论、双通道心理账户理论及规范激活模型为数实融合助推前述新型消费的发展提供理论背书。根据研究结论，笔者进一步展望数实融合对消费的驱动方向。
Insufficient consumer willingness and motivation pose serious challenges to the sustainable and healthy development of the national economy, making the stimulation of China’s consumer market critical for economic growth. In the new era, the integration of digital and real economies has given rise to multiple novel consumption models through the convergence of traditional consumption patterns with digital technologies, thereby laying a solid foundation for consumption upgrading driven by demand enhancement. From the consumer perspective, this study investigates the theoretical foundations and operational mechanisms through which digital-real integration stimulates consumption. The research reveals that such integration theoretically contributes significantly to consumption expansion and upgrading, with information consumption, service consumption, experiential consumption, and green consumption serving as key mediating pathways. The user value innovation theory, dual-channel mental accounting theory, and norm activation model collectively provide theoretical validation for the role of digital-real integration in fostering these emerging consumption patterns. Based on these findings, the study further proposes future trajectories for consumption propulsion through deepened digital-real convergence.