城市居民日常消费审美心理实证研究——以上海市为例

通过问卷调查和分析,对城市居民消费审美心理进行具体的描述和诠释。消费审美心理是消费者的实用心理、价格心理与审美心理相互作用下形成的特殊审美心理活动。它的根本特点是审美的超功利性比较弱。这一特点在其要素构成中主要表现为弱化和强化双向逆行的趋势,在其发展过程中主要表现为不同阶段的双重性倾向。消费审美活动广泛存在于不同消费领域和阶段,但具有程度差别,服饰消费和购买阶段的审美心理表现得最充分。消费审美的心理成果不仅仅来自消费审美活动,也来自其他审美活动,是各种审美活动的综合成果。

With questionnaire survey and analysis, this paper gives specific description to the consuming aesthetic psychology of urban residents. Consuming aesthetic psychology is a special aesthetic psychological behavior which is formed by interaction of consumers＇ practical, priced and aesthetic psychologies. Its basic characteristic is that the nature of aesthetics exceeding utility is comparatively weak. This characteristic presents opposite weakening and strengthening tendency in its components, and also mainly shows dual tendency in different stages in the course of its development. Consuming aesthetic behavior exists in different consumption fields and stages, but has different levels, for an instance, the aesthetic psychology in costume consumption and purchasing stages is most sufficiency. The psychological result of consuming aestheticism comes not only from consuming aesthetic activities, but also from other aesthetic activities, so it is the comprehensive result of integrated aesthetic activities.