时尚消费价值建构与实证研究——基于双因素情绪模型

An Empirical Research of the Fashion Consumption Value——Based on Two-Factor Model of Mood

时尚消费是目前具有重要影响的社会消费现象,人们追求时尚的根本动机是满足既能表达自身个性又具有群体归属感的心理需求。时尚是一种精神价值,其价值的核心是群体归属和个性表达为消费者带来的内在精神价值和外在精神价值。在时尚消费中,消费者可以获得形象价值、酷价值、社会价值、愉悦价值等四种价值。其中,酷价值是时尚消费所独有,可同时给消费者带来高度正性与负性刺激的价值。追求酷的过程并非全部都是快乐的,甚至会伴随着不安和焦虑,但这种追求也能带来一定的社会认可和个性形象。时尚消费者对时尚产品的消费更关注外在形象和内心的酷,更侧重于通过时尚消费来表达自己的个性;非时尚消费者更关注时尚带来的社会价值和愉悦价值,更侧重于通过时尚来表现自己的群体归属,更从众一些。为追求酷,时尚消费者比非时尚的消费者愿意承受更多的负面情绪。

Fashion consumption is the phenomenon of social consumption with important influence. The fundamental motivation for pursuing fashion is to satisfy the psychological requirement that can express their individual characteristics and the sense of belonging. Fashion is a kind of spiritual value. The core of the value is the internal and external spiritual value brought by the sense of belonging and individual expression. In fashion consumption, the consumers can obtain image value, ＂cool＂ value, social value and happiness value. Among these values, the ＂cool＂ value is the particular one of fashion consumption; and it can bring consumers with value of high positive and negative stimulation. The process of pursuing ＂cool＂ is not always happy; it can be accompanied with unstability and anxiety; but it can bring the consumers with social acceptance and individual image. In fashion consumption, the fashion consumers pay more attention to the external image and the internal ＂cool＂ and they pay more attention to the expression of their personality with the help of fashion consumption; while the other consumers pay more attention to the social and happiness value brought by fashion and they pay more attention to the expression of sense of belonging. To pursue ＂cool＂, fashion consumers are ready to bear more negative mood than other consumers.