炫耀性消费的三维动机结构——基于独生代消费者的探索性研究

Three Dimensional Motivation Structures on Conspicuous Consumption——Based on the One-child Generation of Consumers' Explorative Study

炫耀性消费是一种注重商品的符号价值而非使用价值的虚荣消费,以此显示消费者在人际中的独特性,获得心理满足感和他人的认同。鉴于中国人的炫耀性消费日益呈现低龄化倾向,文章首次在中国文化背景下针对独生代群体的炫耀性消费动机进行实证研究,得出了中国独生代消费者炫耀性消费动机的三维动机结构,包括"面子"动机、自我享乐动机和追求独特动机。

The conspicuous consumption is a kind of vainglorious consumption of pursuing primarily the famous brand. It pays attention to the eommodity＇s 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 society＇s identification. Because Chinese＇s conspicuous consumption presents gradually the lower age＇s tendency, this paper conducts firstly an exploratory research on the onlychild generation under Chinese euhural context and confirms three conspicuous eonsumption＇s motives dimensions with Chinese characteristics, including the face motive, the self-hedonic motive and the seeking uniqueness motive.