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1、-The effect of popular culture on the consumer behavior of the generation after 80s on ChinaAbstractIn 1930s, subculture became a study subject in areas of sociology, politics and culturology. Subculture is divided into ethnic subculture, age subculture and ecology subculture. Age subculture can be
2、divided into youth subculture and old subculture. In youth subculture, popular culture is considered to be subject to universal love and follow and its main function is entertainment. In 1980s, Chinese society had undergone fundamental changes. The implementation of reform and opening up and one-chi
3、ld policy caused special psychological, behavioral and consumer values of the generation after 80s. They grew up together with popular culture and their consumer behaviors were profoundly impacted by popular culture. Whether the currently spending power, or the potential for future consumption of th
4、is group are very worthy of attention. In this paper, the theory of consumer behavior was used to analyze the impact of popular culture on consumer behaviors the generation after 80s in China mainland.IntroductionAmerican scholar David Popenoe (1983) defined subculture in his authoritative textbook
5、Sociology as the following: Broadly speaking, the subculture is usually defined as a sub-group of the broader culture. This group forms a lifestyle which not only includes certain characteristics of sub-culture, but also includes some cultural elements that other groups do not include. In addition,
6、expert on the history of subculture, Australian scholar Gelder (1997) in its edited version of The Subcultures Reader also made a similar definition on subculture: Subcultures is a group of people in a non-normal state (non-normative) and/or edge state of certain areas with their unique interests an
7、d habits, their identities, what they do and the places they do things. From the definition of the two famous scholars, the English word “subculture” includes at least two meanings. First, it refers to values and behaviors which are opposite to dominant culture, while it is included in the dominant
8、culture but tries to distinguish it from dominant culture and is shared by a certain group. Second, it refers to a group of people or community sharing some subcultures. Both of the two meanings showed that subculture had characteristics of group self-identity and being excluded by mainstream societ
9、y. That is that when a group formed a lifestyle with cultural identity different from dominant culture and cultural elements other groups do not, the group culture will be called subculture. From the above analysis, the sub-culture can refer to special behaviors of a group of people, and it can also
10、 mean a special lifestyle. From sociological point of view, subculture group is a group of people marked by mainstream society. They often are in the non-mainstream and subordinate position in society. They have many obvious features (such as deviation, marginal or even challenge) and special lifest
11、yle different from other groups (especially dominant groups). In this paper, the youth subculture was defined as the unity of the concept and behavior of young peoples lives. It has some gaps from adult culture and adapts to the need of youth. The popular culture is the expression of youth subcultur
12、e. Giddens (2000) had defined popular culture. It referred to the entertainment that were watched, read or participated in by hundreds of thousands of or millions of people. Popular culture is the artifacts which are commonly available to anyone, like films, tapes, CD or VCD, fashion, television pro
13、grams, the mode of communication and exchange, etc. (Hebdige, 1993, p 361). When the meaning of modern consumption is beyond the basic survival but has the connotation of enjoyment, development, self-expression, etc. consumption in the eyes of young people has a special social significance. Many you
14、ng people in modern society no longer see consumption just as survival needs, but as a show of self-innovation capability. So, the generation after 80s in China mainland becomes a special group of subculture.Consumer behavior of the generation after 80sFor the generation after 80s, they grew up toge
15、ther with popular culture. Open society has brought a lot of information, which make their vision broad and thinking quickly. In term of accessing to information, learning knowledge and even entertainment, they are deeply affected by the mass media. Campbell et al. (2011) investigated the channels f
16、or them to get the newest information. The results showed that movies, television, radio and newspapers were the top four. Some researchers used the sensibility of pursuing aesthetic to describe the generation after 80s, because they were more inclined to accept visually interesting information, suc
17、h as attractive advertisements of various media, which increased the affinity and credibility of information, and were easily to make this generation produce identity to the goods (Guang-mei, 2010, p 16). Therefore, they have unique consumer behaviors.Individual consumptionYoung consumers seek diffe
18、rent in rich shopping environment. Watches, handbags and various small accessories have become carriers for the young generation to express their unique styles. They generally agree that wearing must have their own personality, and they will consume and live in accordance with their own ideas. Custo
19、mization is another consumption style for young consumers to pursue personalized. Young consumers no longer regard spending as an activity of mere trading or services, and no longer passively accept unilateral corporate marketing (Belleau et al., 2007, p 248). They demand as participants together wi
20、th enterprise to research and develop their unique style of personalized products and services. They ask each product must be customized according to their preferences and needs and each service should be provided separately according to their requirements.Symbolic consumptionIn todays society, the
21、replacement of popular culture such as 3G mobile phones, fashion, luxury goods, etc. is getting faster and faster. Affected by new things as well as their own sense of curiosity, the generation after 80s begins to pursue material enjoyment and famous brands. Because of being affected by the psycholo
22、gy of synchronous consumption, the generation after 80s advocates vogue and follows the fashion to show that they do not fall behind in the pursuit of fashion (Morgan and Birtwistle, 2009, p 192). They pursue petty bourgeoisie, even tattoos, bungee jumping and other extreme sports. Meanwhile, young
23、consumers seek communication object during the consumption. They like to go to coffee shops like Starbucks to find like-minded people. At the same time to be recognized by others, they experience the pleasure of consumption. Consumption for developmentContemporary youths are willing to pay for their
24、 health for future development. They think that they have health but not necessarily have everything, while once they lost health they will lost everything. Traditional skin care and beauty gradually lost their appeal to youth. Instead sanitarian activities which help detoxify and regulate physical
25、and mental health are popular, such as SPA, lymphatic drainage, the capsule and foot massage. Yoga, kickboxing and other fitness activities are also increasingly popular in young generation. In health club with annual fee of several thousand dollars, many youths can be seen. Subscription of various
26、health magazines is performance of consumption of the generation after 80s for the development of their health.Hedonic consumptionThe generation after 80s stresses enjoying life. Enjoying life is a distinctive feature of the current youth consumption. It is two main performances. Firstly, experienci
27、ng consumption with the purpose of enjoyment and new experience is becoming a mainstream in youth consumption behavior. Tourism spending as an example, in the last year, the number of outbound Chinese people reached 98 million, with an increase of nearly forty percent over the previous year (China N
28、ational Tourism Administration, 2014). Another way of enjoyment is to purchase new technological products and information. They purchase new products and obtain various types of information about their everyday lives and learning, such as news, entertainment, tourism transport, health, education ser
29、vices and so on. Reading e-newspapers is an example of a new consumption to enjoy life. Secondly, leisure consumption places increased. Cafe house, comic houses, bars, wholesale KTV, large playground, three-dimensional cinema, etc. become enjoyment places for the youth.Strong brand awareness and low
30、 brand loyalty Because of the psychology of symbolic consumption, young consumers gradually enter a new stage of symbolic consumption. The typical symbolic consumption is the brand consumption. Different from previous generations, the generation after 80s has strong brand awareness, but they have lo
31、w brand loyalty.Easy and convenient consumptionThe younger generation creates relaxed consumption patterns to ease tensions in study and work. Style of clothing is towards to leisure. They no longer follow the traditional dress etiquette, but stress comfortable and relaxed feeling of the wearing. Ev
32、en casual suit is towards to leisure. In addition, adult toys and cartoons are prevalent. In the fast-paced life and work, the youth is in the state of fierce competition, so they go to relax by adult toys and cartoons. A survey showed that more than half of young people said that they would conside
33、r buying for their own toys, where about one-third of young people thought they liked and were willing to buy toys. They also like to buy cartoons and comics to make people feel good, so as to achieve the purpose of relaxation (Tsun, 2012). Moreover, young generation looks for quick and easy consump
34、tion patterns to simplify their lives. They change their shopping mode. They like staying at home to consume, such as mailing letters using courier companies, ordering merchandise through telephone, shopping online, etc. Contrary to traditional thrift, young consumers would rather pay more to reduce
35、 the waste of time and effort. They are willing to 24 hours shopping. In order to be able to shop at any time, young people would rather pay a higher price to a 24-hour convenience store. They also change the way of meal. Young people are accustomed to eating at restaurants. Ordering meal by telepho
36、ne is instead of the traditional home cooking.Significantly conspicuous consumption The generation after 80s grew under the social context of emphasizing on capacity, money and status. Materialistic characteristics of this generation are more obvious than their parents. They pay more attention to se
37、lf-realization and have more intense desire to succeed. Successful people instead of the hero become life model. They never deny yearning for wealth and tend to evaluate personal values and social status based on the wealth of the people. They also like to show off. Communist Youth League Central Pr
38、opaganda Department, in June-July 2002, conducted a survey about the best fancy factor for buying something among the generation after 80s and their parents. In the options of brand, quality, style, price and several other options, the youth were more fancy “style” (49.1%), parents were more fancy q
39、uality (57.9%). Intense pursuit of style indicates conspicuous consumption characteristics of this generation. Conspicuous consumption is not compared with the wealth of the rich, but with their own taste and the ability to pursue fashion (Podoshen et al., 2011, p 19). 4.2% of respondents said their
40、 clothing was mainly showed to others to avoid being looked down upon. 19% respondents said their clothing was mainly for them to feel happy. 20.7% respondents said their clothing was both for others to see and to feel happy for themselves. 36.8 % respondents thought that famous brand was representa
41、tive of good quality and durableness, and also had a face. A total of 80.7% of young people regarded showing off as a factor for consumption.Popular cultures effect on consumer behaviorGrowing young people is the largest society group for consumption. When the meaning of modern consumption is beyond
42、 the basic survival and has the connotation of enjoyment, development, self-expression, etc., consumption in the eyes of young people has a special social significance. Many young people in modern society no longer just consider consumption as the survival needs, but as a big stage to show their inn
43、ovation capability, so that young peoples consumption behaviors have features of restless pursuit of the avant-garde and innovative (Wang, 2012). Being pioneer and advocator of fashion and leading the trend of the social consumption with its own unique consumption culture and taste become the most p
44、rominent features of consumption behaviors of modern youth consumers. With the socio-economic and cultural development, and the improvement of income levels, the quality of innovation and consumption ability, the characteristics of initiative and leading main activities of the youth in popular cultu
45、re will become increasingly prominent. Their dominant position will become increasingly visible and important. In the past two decades, several consumption popular cultures with great impact in the world were closely related to the main characteristics of consumer behaviors of the youth. For example
46、, yuppie fashion of attention to brands and advocating luxury consumer goods rose in Europe and America in 1980s. The frugal environmentally friendly fashion of advocating less energy consumption, reducing pollution and natural regression appeared in 1990s. Both the advocators and practitioners were
47、 the youth.In addition to innovation of avant-garde young people, popular culture of consumption in modern society is largely stimulated by new products to market and consumption advertising of the manufacturers, such as three-dimensional advertising when manufacturers put new products into market,
48、the showing of popular consumption styles and consumption goods from developed countries through the mass media. But these new consumption goods and styles on advertising are not identified, accepted and practiced by the youth at the beginning. Youths idea is emancipated. They are curious and most e
49、asy to find and accept new things, new ideas and new behaviors, and thus are always the testers of new products and new models and active promoters of new consumption patterns. Early 1980s, when Souba pants, jeans and tights went into China, they were braved all kinds of criticism and disapproval. The youth wore them with the contempt attitudes for convention. It was their demonstration effect that these clothing called bou