炫耀性购买行为的社会心理动因与管理启示——基于中国文化背景的多角度解析  

Social and Psychological Motivations for Conspicuous Consumption Behavior and Management Implications:A Study Based on Chinese Culture Background from Multiple Aspects

作　　者：郑玉香[1] 范秀成[2] 

机构地区：[1]上海海事大学经济管理学院,上海200135 [2]复旦大学管理学院,上海200433

出　　处：《北京工商大学学报（社会科学版）》2011年第3期7-11,共5页JOURNAL OF BEIJING TECHNOLOGY AND BUSINESS UNIVERSITY:SOCIAL SCIENCES

基　　金：国家自然科学基金项目(70772051);上海市教委科研项目(11YS144)

摘　　要：随着中国经济的快速发展和人们生活水平的不断提升,炫耀性消费已成为转型时期具有代表性的消费现象之一。从营销管理的视角,炫耀性购买行为本质上是消费者个体在社会比较基础上表达差异性自我的一种符号象征和非理性消费行为。在中国文化背景下,可从符号象征性与个性化需求、面子文化与关系自我、社会分层与身份认同等多角度诠释其深层次的社会心理动因,并应从政府、企业和消费者自身等多方面共同探讨其实践管理策略。With China＇s rapid economic development and people＇s rising living standards,conspicuous consumption has become one of the representative consumption phenomena in the transitional period.From the perspective of marketing management,conspicuous buying behavior is essentially a symbol and irrational consumer behavior based on individual＇s social comparison to give off a different self-expression.Under the background of Chinese culture,the in-depth social and psychological motivations can be interpreted from the perspectives of the symbolic and individual＇s needs,face-saving culture and self-concern,social stratification and social identity,etc.Management strategies of conspicuous consumption in practice are to be explored from various aspects of governments,enterprises and consumers.

关 键 词：炫耀性购买行为 中国文化 面子 

分 类 号：F014.5[经济管理—政治经济学] F126.1