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当个体消费行为的社会性凌驾于经济性之上时,其对商品的需求和使用便从功能性层面上升到符号意义层面,于是个体的消费生活逐渐被其消费行为所折射的符号意义结构化。本文以炫耀性消费理论和符号消费理论为基础,通过建构名誉、地位、品位、个性的符号意义组合来阐明中国目前普遍存在的炫耀性消费行为“看得见”却又“触不到”的行为逻辑,揭示在社会价值的指引下,符号意义对个体消费行为的惊人驯化,并对当下中国高居不下的奢侈品消费提供深入解读。研究表明,名誉、地位、品位、个性等符号意义会有效引发人们攀比和炫耀的消费行为,谦卑和节俭的传统文化价值观对该类消费行为有抑制性,物质主义和自我实现的新兴价值观则对该类消费行为有促进性。
When the social behavior of individual consumption behavior is above the economy, its demand and use of goods goes from the functional level to the symbolic level, so the individual’s consumption life is gradually structured by the symbolic meaning refracted by its consumption behavior . Based on conspicuous consumption theory and symbolic consumption theory, this paper expounds the current conspicuous consumption behavior in China by constructing symbolic combination of reputation, status, taste and individuality. To "the logic of behavior, revealing under the guidance of social values, the symbolic meaning of the individual domestic consumption of astonishing domesticated behavior, and luxury consumption in China nowadays provide an in-depth interpretation. The research shows that the symbolic significance such as reputation, status, taste and individuality can effectively trigger the consumer behavior of comparisons and show off. The humble and frugal traditional cultural values inhibit such consumption behavior, while the emerging values of materialism and self-realization Such consumer behavior is promotion.