中日奢侈消费的心理文化差异

Psychological Culture Difference of Luxury Goods Consumption between China and Japan

中国即将超越日本成为全球第一大奢侈品消费国。通过对中日两国奢侈品消费的心理文化特征差异性研究,解读影响中日两国奢侈品消费行为的心理文化因素,为中国奢侈消费文化的发展提供可借鉴价值的内容,那就是必须扭转对奢侈品的过度追求及畸形消费。只有将中国人的消费文化引导为可持续发展的消费方式时,才会在意识上真正关注消费行为的积极性。这也是一个关系到中国社会可持续发展的消费伦理问题。

China is going to take place of Japan to be the biggest luxury goods consumption country in the world. The psycholog- ical culture elements of luxury goods consumption between China and Japan are analyzed by the authors through the researches on difference of psychological cultural characters between the two countries. The researches are valuable for development of Chi- nese luxury goods consumption culture to change the abnormal consumption and excessive demand. Only if the consumption cul- ture of China is leaded to a sustainable developing consumption culture, people would consciously focus on the consuming initia- tive. This is a consuming moral issue related to the sustainable development of the society as well.