美国雅皮士文化对服装消费者行为的研究

Study on clothing consumer behavior in Yuppies culture of the United States of America

基于以美国雅皮士文化,采取调查法和文献分析法相结合的方式,从分析雅皮士的内涵和社会背景的角度,对当时的服装消费者行为的表现进行归纳分析并从文化的角度分析其行为表现的原因,从而揭示了文化因素对服装消费者行为的影响,以突出强调文化对研究一个时期的人类行为的重要性。文章弥补了雅皮士文化对服装消费者行为影响的研究这一空缺,为雅皮士文化研究方向注入了新鲜血液,也为研究服装消费者行为提供了更为清晰的方向。研究认为:文化因素对消费者的影响一旦产生是根深蒂固的,它是指根植于一定物质、社会、历史传统基础上形成的价值观念、思维方式、习俗的综合体,它影响人们的消费观念、消费内容和消费方式。

Based on Yuppie culture of the United States of America and the combination of investigation and literature analysis,from the perspective of analyzing the connotation and social background of yuppie,the performance and reasons of the clothing consumer behavior at that time were analyzed,then the cultural factors of influence on the clothing consumer behavior were revealed in order to highlight the cultural importance on the study of human behavior during a period.The lack of research on the influence of the Yuppies culture on clothing consumers behavior was made up for in the article,and fresh blood was injected into the direction of yuppies culture research.The article held that once the impact of cultural factors on consumers was ingrained,it referred to the combination of values,modes of thinkingand customs,whichwere rooted in certain material,social,and historical traditions.It affected people's concepts of consumption,consumption contentand consumption methods.