社会性别视角下当代青年女性消费行为探析

An analysis of contemporary young women's consumption behavior from the perspective of gender

女性在社会中的社会性别角色扮演和角色规范并不是与生俱来的,而是通过社会建构形成的,并在不断的社会化过程中进行传承。当代青年女性作为女性群体中的年轻群体,其消费行为体现出理性化与感性化、多样性和趋同性、独立性和被动性、情绪化和符号化、品牌化与网络化并存的群体性特征。当前,部分青年女性审美品位和态度的变化导致其审美观念的偏折,功利性消费出现以及消费行为与社会文化、个人身份不协调的问题频频出现。当代青年女性消费应避免非理性消费和符号消费行为的发生,要树立正确的消费观。

The gender role of women in society and role norms are not innate,but formed through social construction,and in the continuous process of socialization for inheritance.As a young group in the female group,the consumption behavior of contemporary young women embodies the collective characteristics of rationality and sensibility,diversity and convergence,independence and passivity,emotionality and symbolization,branding and networking.At present,the change of some young women's aesthetic taste and attitude leads to the deviation of their aesthetic concept,the emergence of utilitarian consumption,and the disharmony between consumption behavior,social culture and personal identity.This paper analyzes the characteristics,advantages and disadvantages of contemporary young women's consumption behavior,discusses the influence of existing consumption behavior on contemporary young women's consumption concept,avoids the occurrence of irrational consumption and symbolic consumption behavior,and guides contemporary young women to establish a correct consumption concept based on the current situation.