In The Consumer Society

Baudrillard argues that contemporary society has shifted from production-led to consumption-led

where the symbolic value of commodities replaces use value as the core medium of social stratification and identity construction. In the context of deep penetration by new media and digital technologies

symbolic consumption exhibits new features of virtualization

precision

and popularization; emotions are commodified

false needs are mass-produced

and consumers gradually become dependent on symbols under the collusion of algorithms and capital. Taking skin consumption in Honor of Kings as a case

this study draws on theoretical resources including symbolic consumption theory

emotional consumerism

false needs

and online alienation. Using a questionnaire survey (N=500) combined with semi-structured interviews

it systematically examines the psychological motivations and behavioral characteristics of virtual product consumption among players of different age groups. The results show that avatar identification

social interaction

perceived symbolic value

and emotional consumption needs all have significant positive effects on consumption behavior

with avatar identification and social interaction contributing the most. Economic autonomy significantly moderates the relationship between consumption motivation and behavior. Generational consumption exhibits a pattern of "youthful frequency

middle-aged expenditure." The study validates the applicability of Baudrillard's symbolic consumption theory in virtual space and provides empirical evidence for guiding rational consumption and optimizing platform governance.