多元文化与消费者的消费心理与行为

Multi-culture and Consumer Psychology and Behavior

今天的中国已进入多元文化时期,文化环境的改变导致了人们的消费心理与消费行为的变化。具体而言,在中国传统文化、西方文化、网络文化的共同作用下,消费者主要形成了从众心理与冲动型消费,攀比心理与炫耀型消费、求异心理与时尚型消费、实惠心理与适用型消费以及享乐心理与奢侈型消费。

China has entered a period of multi-culture,and the changes of cultural environment lead to the changes of consumer psychology and consumer behavior. Specifically, the combined actions of the Chinese traditional culture,Western culture,and Internet culture help consumers form herd mentality and impulse consumption, peacockery and conspicuous consumption, differenthe-seeking psychology and fashion consumption, affordable psychology and applicable consumption, as well as hedonic psychology and luxury consumption.