The Research of Conspicuous Consumption Predisposing Factors Based on the Symbolic Meanings of Commodities

摘要

Through questionnaires surveys, this paper analyses conspicuous consumption and the factors that influenced it. The objectives we observe are people's attitude of high-grade commodities. Sorted out on the basis of the literatures, we put forward a conceptual framework in order to explain the factors that influenced conspicuous consumption and the extent they influence it. The main variables in this framework are: the symbolic meanings of commodities、 status consumption, the influence of referenced group, face consciousness and conspicuous consumption. The main conclusions are as follows: the symbolic meanings of commodities, status consumption, face consciousness and the influence of referenced group have positive influence on conspicuous consumption; The sense of ascription to a society has notable positive impact on wealth conspicuous, but the consumption styles of referenced group have negative impact on wealth consumption. Furthermore, we advanced the significances of our empirical studies to management, and some problems that need to be solved in further research.