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
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）