炫耀性消费倾向的传统文化价值观诠释

An Explanation of Conspicuous Consumption Tendency from the Perspective of Traditional Cultural Values

笔者在界定炫耀性消费内涵的基础上,从儒、道、佛家文化价值观出发,实证诠释了消费者炫耀性消费的文化价值观因素。儒家"行为与地位相符"价值观强烈地支配着人们的炫耀性消费倾向,但维护"家庭声誉"观念仅对服装消费倾向有正向影响;佛家的"奢侈无用"说对炫耀性消费有显著抑制效应,"相信缘分"观念则对其有促进作用。此外,消费者"每月可支配金额"同炫耀性消费倾向正相关,教育程度同奢华旅游倾向正相关,年龄同手机消费倾向负相关。

On the basis of defining the connotation of conspicuous consumption,the authors make an empirical explanation of the cultural reasons of conspicuous consumption from the Confucian,Taoist and Buddhist cultural values.The Confucian value of ＂behavior and status congruence＂ strongly dominates conspicuous consumption tendency,but ＂family reputation＂ conception only has positive effect on clothes consumption;the ＂luxury uselessness＂ notion of Buddhism has obvious restraining effect on conspicuous consumption whereas the ＂belief in fate＂ notion has positive impact on it.In addition,consumer’s ＂amount of money available per month＂ is positively correlated with conspicaous consumption tendency,education positively correlated with luxurious travelling tendency,and age negatively related to cell phone consumption tendency.