北京中产阶层服装消费文化实证研究

Empirical Research on Fashion Consumption Culture with an Analysis of the Middle Class in Beijing

选择北京中产阶层为研究对象,以服装消费文化理论为基础,采用问卷调查的方式,从服装消费文化的构成要素,即生活形态、服装消费行为和服装消费心理三方面展开,进行实证分析,得出北京中产阶层在服装消费文化方面具有追求时尚消费、崇尚品牌、个性消费及奢侈与炫耀性消费的结论。

Based on the theory of fashion consumption culture, the article chooses the Beijing middle class as object of rescarch , By using the questionnaire survey, the article makes an empirical rescarch on fashion consumption culture of the Beijing middle class. Finally, the article draws a conclusion that the Beijing middle class is pursuing fashion adoring brad,advaocating individualistic consumption.caring about luxury consumption and conspicuous consumption.