中国人从众消费行为问题探究--基于控制的视角  

The Inquiry of Chinese Consumer Behavior of Conformity——Based on the Visual Angle of Control

作　　者：戚海峰[1] 

机构地区：[1]戚海峰华东理工大学商学院,上海市 200233

出　　处：《经济与管理研究》2011年第1期24-32,共9页Research on Economics and Management

基　　金：国家自然科学基金项目(70802021)“角色规范对中国消费者品牌角色意向影响的实证研究”

摘　　要：中国人消费行为中从众问题产生的重要原因之一在于,受本土社会取向文化影响,中国消费者在消费决策过程中偏好于借助以适应为焦点的选择次级控制策略来实现维护与周围他人、特定群体以及环境中其他特定因素之间和谐、融洽之关系的目标,因此其从众消费行为具有主动调整自我、积极适应的特征。与之相比,受个体主义文化影响,西方消费者偏好采用初级控制策略,其从众消费行为具有被动、消极适应的特征。随着社会的变迁与中国人自我意识的不断强化,中国年轻一代消费者的非从众意识在不断加强,但是中国文化与社会的社会导向特征的存在决定了次级控制策略仍是影响中国消费者行为的重要因素。One of the important reasons why the phenomenon of conformity is ubiquitous in Chinese consum- ers＇ behavior is that Chinese consumers , who are influenced by a kind of social - oriented culture, prefer to main- tain their harmonious and matey relationship with others, specific group and other things by means of fit - focused secondary control. Thus, their behaviors are characteristic of active self - adjustment and positive adaptation. By contrast, western consumers, who are more individualist than Chinese consumers, prefer to adopt primary control and their conformity is more passive and negative. With the transition of China＇ s society and the continuous strengthen of Chinese people＇ s self consciousness, the China＇ s younger generation＇ consciousness of non - con- formity society is being intensifying. However, the existence of the character of social - orientation of Chinese culture and means that secondary control will be still the important factor influencing Chinese consumers＇ behavior.

关 键 词：从众 初级控制 次级控制 

分 类 号：F713.55[经济管理—市场营销]