This research takes the Dance Club at Copenhagen Business School as an example to attempt to explain consumption behaviors of a‘self-development’product,using qualitative methods.With 3 different qualitative methods...This research takes the Dance Club at Copenhagen Business School as an example to attempt to explain consumption behaviors of a‘self-development’product,using qualitative methods.With 3 different qualitative methods,the researcher analyzes the consumption behavior in culture perspective,consumer rituals,identity and consumption/selves in transition.The dancing classes have many virtues to contribute to the identity construction of female college students and the research gives the a clear understanding of female college students’consumer behaviors in dancing classes.Upon understanding,marketers will have a clearer insight into the current market and trend.展开更多
文摘This research takes the Dance Club at Copenhagen Business School as an example to attempt to explain consumption behaviors of a‘self-development’product,using qualitative methods.With 3 different qualitative methods,the researcher analyzes the consumption behavior in culture perspective,consumer rituals,identity and consumption/selves in transition.The dancing classes have many virtues to contribute to the identity construction of female college students and the research gives the a clear understanding of female college students’consumer behaviors in dancing classes.Upon understanding,marketers will have a clearer insight into the current market and trend.