“效率性消费”视角下的“两栖”消费现象

“Double-Budget” Consumption in Perspective of “Efficient Consumption”

"两栖"消费概念形象地描绘了我国消费者既节约又阔绰的普遍性消费现象,这种消费现象被认为是中国社会转型期依然发挥作用的传统消费伦理与随着生活水平提高而逐渐被接受的享乐伦理之间发生碰撞和交织的产物,是消费者在两个不同领域分别采取两种不同消费策略的产物。而山崎正和提出的"效率性消费"概念则让我们对"两栖"消费产生了不同于上述理解的看法,即"两栖"消费中的"节俭主义"和"享乐主义"其实都遵循了"效率性"原则,"两栖"消费在本质上其实是一种"效率性"消费。

'Double- budget'consumption describes the phenomenon of Chinese consumption that the consumers are both economic and generous,which is caused by the interaction between Chinese traditional ethical values and modern hedonism,and which is the product of different consumption strategies in different consuming field by the consumers. The'efficient consumption'put forward by Yamazaki Masakazu helps to bring forward new viewpoints different from the above towards'double- budget'consumption,namely,the thrifty and hedonism in 'double- budget'consumption obeys the'efficiency'principle,and'double- budget'consumption is in nature an 'efficient consumption'.