会议专题

Research on Chinese One-child Generation Consumers Motivation of Conspicuous Consumption

The conspicuous consumption is a kind of vainglorious consumption of paying attention to the commoditys symbolic value and ignores its functional value, demonstrates the consumers uniqueness in interpersonal relationships and achieves their psychological feeling of satisfaction and urges them to obtain the other people and societys identification. Because Chineses conspicuous consumption presents gradually the lower ages tendency, this paper conducts firstly an exploratory research on the only-child generation under Chinese cultural context and confirms three conspicuous consumptions motives dimensions with Chinese characteristics, including the possessing face motive, the self-hedonic motive and the seeking uniqueness motive.

conspicuous consumption consumption motive consumer behavior

JIANG Yan

School of Management, Dalian Jiaotong University, P.R.China, 116028

国际会议

The 3rd International Institute of Statistics & Management Engineering Symposium(2010 国际统计与管理工程研讨会 IISMES)

威海

英文

337-341

2010-07-24(万方平台首次上网日期,不代表论文的发表时间)