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地位消费是消费者为了确认、保持或提高自己的社会地位而消费地位商品,并以此向自己或周围的重要他者传递自身向往的社会地位和社会层次的消费行为。本文系统回顾了地位消费的相关研究,首先从地位消费的概念由来、地位产品的范围及其与炫耀性消费的区别上对地位消费进行概念厘定;然后从个人因素、社会心理因素和品牌因素三个方面总结了地位消费的相关变量;再次介绍了多元文化背景下地位消费的比较研究和特定研究对象的地位消费对比;最后根据对现有研究的评述对地位消费的未来研究方向进行了展望。
Consumption of status means that consumers consume their status goods in order to confirm, maintain or improve their social status, and thus convey their desired social status and social level of consumption behavior to themselves and other important others around them. This article systematically reviews the related research on status consumption. First, it conceptualizes the status consumption based on the concept of status consumption, the scope of status products and the difference between conspicuous consumption and consumption. Then from the personal factors, social psychological factors and brand factors This chapter summarizes the related variables of status consumption, introduces the comparative research of status consumption and the status consumption of specific subjects under the multi-cultural background again, and finally forecasts the future research direction of status consumption based on the review of the existing research.