符号消费行为研究

On the Consumer Behavior of the Status Consumption

随着消费社会的到来,人们的身份认同越来越受到消费的影响,消费正在成为社会分层的一个重要维度。根据消费的符号理论、社会分层理论和广告的意义建构理论,运用2009年天津市和西安市的城市居民消费行为调查数据建立结构方程模型,探讨符号价值和阶层区隔的塑造机制,并得到一些有意义的结论。

The purpose of this study is to examine associations between social status, advertisement attention and status consumption in a context of an emerging economy. Status consumption is measured by three factors ： the sym- bol of wealth, leisure, and frugality （a reverse measure of the wealth symbol）. With data collected from two repre- sentative cities in China, the results from the structural equation modeling suggest that social classes are associated with status consumption and that advertisement attention is associated with the wealth symbol.