现代消费不仅体现了消费方式的变化,更体现了消费者认同形式的变化。消费与认同的联系是十分明显的事实,人们选择哪种消费方式,在很大程度上由人们的自我认同所决定的。在这个用消费主义理念支撑的社会,人们通过消费能否获得自我真实确认。本文通过对自我认同的分析,揭示了消费行为中的自我认同的两个表现:归属感与个性。 Modern consumption reflects not only the changes in consumption patterns but also the changes in the forms of consumer acceptance. The connection between consumption and identity is a very obvious fact. People choose which way of consumption is largely determined by people’s self-identity. In this society supported by the concept of consumerism, people can obtain self-actual confirmation through consumption. Through the analysis of self-identity, this paper reveals two manifestations of self-identity in consumer behavior: belonging and individuality.