日常消费空间的地方性建构及消费者感知——以成都顺兴老茶馆为例

Place construction and consumer perception of daily consumption space: A case study of Shunxing Teahouse, Chengdu

在全球化与地方化的相互作用下,城市内部的地方性消费空间日益复兴,以最具地方性代表的成都顺兴老茶馆为对象,援引地方及地方性的有关理论,采用质性的研究方法,从经营者和消费者两个角度探讨茶馆的地方性建构以及消费者的感知。研究发现,在全球化的语境下,茶馆的地方性建构具有地方性与全球性杂糅的特征;而作为空间使用者的消费者,主要是从实体空间、地方文化以及功能价值三个方面来对茶馆进行感知和体验,且消费者对茶馆进行的消费过程中呈现出空间消费的特征;最终,茶馆在全球化-地方性的影响下,也在经营者与消费者的经营与消费实践中被形塑为现代化的文化消费空间,促使传统的日常消费空间向现代化和全球化转型。

Under the background of economic and cultural globalization,the interaction between globalization and localization has become more and more frequent.As a result,the local consumption space in the city is increasing day by day.Based on the theory of place and place construction,we take the Chengdu Shunxing Teahouse,which is the most representative of the local place,as an example,research on the place construction and consumers'perception of the teahouse by qualitative research methods.It is found that the place construction of teahouse is actually a process of the representation of local cultural symbols,and the achievement of representation of local culture are mainly through the building of material space and stage performance controlled by operators.While as the space users,consumers perception and experience of the teahouse are mainly from the physical space,local culture and functional value.In the three dimensions,the consumers have a high degree perception on the physical space and the local culture,and give a positive evaluation in these two dimensions,but consumers'evaluation of the functional value of the teahouse is low.The consumers'perception and experience have become a symbol consumption,which means that consumption is no longer a simple function of value,but to meet people's social psychological and cultural needs.Finally,under the negotiation of business operators and consumers,the teahouse is shaped as a modern cultural consumption space.It also promotes the modernization of the traditional daily consumption space and the transformation of globalization.