从文化层面分析中美消费观的差异毕业论文.docx

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从文化层面分析中美消费观的差异毕业论文.docx

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从文化层面分析中美消费观的差异毕业论文.docx

从文化层面分析中美消费观的差异毕业论文

Contents

AbstractI

摘要II

1Introduction1

1.1SignificanceandAimofthePaper1

1.2OrganizationofthePaper1

2LiteratureReview2

2.1TheDefinitionofConsumptionConception2

2.2RelatedResearchesAbroadandatHome2

3TheComparisonofChineseandAmericanConsumptionConception3

3.1ConservatismandAdventurism3

3.2FutureConsumptionandExcessiveConsumption4

3.3FrugalityandEnjoyment5

3.4PracticabilityandForm5

3.5CollectivityandIndividuality6

4TheInfluencesofChineseandAmericanCulturesonConsumptionConception6

4.1TheInfluencesofGeographyonConsumptionConception7

4.2TheInfluencesofSocialDevelopmentonConsumptionConception7

4.3TheInfluencesofValuesonConsumptionConception8

4.4TheInfluencesofTraditionalFamilyEducationonConsumptionConception9

4.5TheInfluencesofEntertainmentsonConsumptionConception10

5SomeInspirationsforEstablishingaCorrectConceptofConsumption10

5.1LivingwithinOurMeansandModerateConsumption10

5.2AvoidingBlindObedienceandRationalConsumption10

5.3ProtectingtheEnvironmentandGreenConsumption11

6Conclusion12

References13

1Introduction

Wecreatecultureswhichalsocreateourselves.Eachnationcreatesdifferentculturesintheirdifferentways;inturn,differentculturesalsocreatevariousnations.Cultureisthecomplexwholethatincludesknowledge,belief,art,law,morals,customs,andanyothercapabilitiesandhabitsacquiredbyhumansasmembersofsociety.Itincludesalmosteverythingthatinfluencesanindividual’sthoughtprocessesandbehaviors（Hawkins,Best,Coney,2003:

42）.Asweallknow,differentcountrieshavedifferentcultures,whichinfluencehumanlifeinvariousaspects.Duetothedifferentculturalbackground,thereexistbigdifferencesincustomers’behaviorsorconsumptionconcepts,soitisimpossibletodissociateconsumptionconceptionfromculture.ThispaperistomakeastudyonthedifferencesofChinese-Americanconsumptionconceptionsfromtheperspectiveofculture.

1.1SignificanceandAimofthePaper

Consumption,asameansforhumanstomeetindividualneeds,isdeterminedbyconsumers’subjectivefactorsincertainsocieties,butgenerallybrandedwiththeculturalimprint.Underthebackgroundofglobalization,greatchangeshavetakenplaceinpeople’sconsumptionwiththedevelopmentofthemarketeconomy.Thelevelsofconsumptionalsohavedifferentdegreesofincreasewiththeimprovementofmaterialandculturallife.WiththeculturalcommunicationbetweenChinaandAmerica,agrowingnumberofforeigncultureshavebeenintroducedtoeachcountry,andpeople’sconsumptionconceptionshavebeenaffectedinthisenvironment.Thereexistbigdifferencesincustomers’behaviorsorconsumptionconceptionsbecauseofthedifferentculturalbackground.Theevolutionofconsumptionconceptionsisinlinewithtimesandreflectsthedifferentnationalcultures.Inotherwords,differentculturesproducedifferentconsumptionconcepts.BothofChineseandAmericanconsumptionconceptshavetheirownadvantagesanddisadvantages.ThepaperfocusesonthedifferentconsumptionconceptsbetweenChinaandAmerica,andtheinfluencesofcultureontheconsumptionconcept,whichmakespeoplefurtherrealizethedifferentconsumptionconceptsindifferentculturalbackgroundandtreattheirowncultureandconsumptionconceptscorrectlyandrationally.Weshouldbreakourprejudicesagainstothers’consumptionconcepts,understandandrespectpeople’sconsumptionconceptsunderdifferentculturalbackground.Thisstudymainlyanalyzesthedifferentconsumptionconceptsfromtheperspectiveofculture,whichhelpsustounderstandthedifferencesdeeplyandestablishacorrectconceptofconsumption.

1.2OrganizationofthePaper

Thefirstpartisanintroduction.Itshowsreaderssomeessentialinformationabouttherelationshipbetweencultureandconsumptionconceptionandthesignificanceandaimofthispaper.Thesecondpartisabouttheconsumptionconception.ThethirdpartaimstocompareChineseandAmericanconsumptionconceptionsfromfiveaspects:

conservatismandadventurism,futureconsumptionandexcessiveconsumption,frugalityandenjoyment,practicabilityandform,collectivityandindividualityfromtheperspectiveofculture.ThefourthpartconcernstheinfluencesofChineseandAmericanculturesonconsumptionconception,whichincludefivefactors:

geography,socialdevelopment,values,traditionalfamilyeducation,andentertainments.Thefinalpartisaboutsomeinspirationsforestablishingacorrectconceptofconsumption.

2LiteratureReview

Sofar,therehasbeennouniformdefinitionofconsumptionconceptionintheacademiccommunity.Researchersdefinedtheconsumptionconceptionfromdifferentperspectivesbasedondifferenttheoreticalperspectivesandresearchmethods.

2.1TheDefinitionofConsumptionConception

Consumptionistheprocessofchoosing,purchasing,maintainingthatpeopledointhemoderneconomicandsocialconditions,tomeettheirneedsanddemands（Wang,2001:

6）.AConsumerEconomics Dictionary definesitas:

“peoplethroughtheirusing ofvarious laborproductstomeettheirownneeds andprocesses.”Consumptionconceptionisextendedoutfromthevalue.Itisoneofthecomponentsofthevalueandistherulerthatpeopleusetomeasureconsumptionandrelatedthings（Luo,2002:

137）.

Consumptionconceptionmeanspeople’sideologyandattitudetowardsconsumptionactivities,consumptionlevel,andpatternofconsumptionandsoon.Itisthethinkingstandardthatguidespeople’sconsumptionbehaviorsandtheembodimentofsocialeconomicrealityinpeople’sminds.Consumptionconceptioniscontrolledbyaperson’slifestyle,values,moralityandaestheticeffectandprovidestheessentialnatureandorientationofpeople’sconsumptionbehaviors（Yang,2002:

2）.

2.2RelatedResearchesAbroadandatHome

Intheconsumptionfield,manyforeignresearchesstudytheimpactofvaluesonconsumerbehavior.Shethetal.establishedatheoryfromtheperspectiveofconsumptionvaluetoexplainhowconsumersmakepurchasedecisionsandsummarizedfivekindsofconsumptionvaluesthatwouldaffectconsumerbehaviors（Shethetal,1991:

159）.Gutmandiscussedtheessenceoftheassociationbetweenproductproperties,consumptionresultsandpersonalvaluesandstudiedtheassociationbetweentheindividualdecisionbehaviorandvalues（Gutman,1982:

60）.GermanMetroGrouponceinvestigated7000people’sconsumptionconceptsinsevenEUcountries,andthesurveyreportshowsthatEuropeanconsumptionvariesgreatly.Insomecountries,peoplelikeoverrunconsumption;onthecontrary,peopleinsomeothercountriestendtobemorepreparedfortheunexpectedsuddenness.

Chinesescholarsthoughtthatdiscussiononthefactorsinfluencingtheconsumptioncouldbedividedintotwobroadcategories:

macro-socialenvironmentfactorsandindividualbackgroundfactors.WiththecomparisonofChineseandwesternconsumptionconcepts,scholarshavedonesomeresearches.

Fromthepointofviewofresidents’consumption,HuangYutingexplainedtheissueoftheimbalancebetweenChineseandAmericantrade.Shethoughtthattwodifferentconsumptionconceptsleadtothetwodifferenttradeconditions,i.e.,frugalChineseconsumptionconceptwastheimportantreasonforChina’stradesurplus,whiletheadvancedconsumptionconceptputAmericaintothetradedeficitsituation（Huang,2007:

31）.ManyscholarshaveanalyzedtheideologicaloriginsofthethreekindofconsumptionconceptsinChineseandforeignhistory;theythoughtthefrugalandluxuryconsumptionshavetheirownadvantagesanddisadvantages,whilemoderateconsumptionconceptrepresentsanentirelynewconsumptionethicsandvalues.Boththepersonalconsumptionandoverallsenseofcommunityconsumptionarechangingwiththetimesanddevelopment.FromtheperspectiveofSociology,WeiXinminganalyzedthehistoricalchangesandrolesofdifferentconsumptionconceptsaswellastheiradvantagesanddisadvantages（Wei,2005:

22）.

3TheComparisonofChineseandAmericanConsumptionConception

Chinesepeoplearemuchmorefrugalandconservativeonconsumption.ThemainrepresentationsofChinesecharacteristicareconservatism,forbearance,filialpietyandcollectivism,withhighsavingrate;buttomostAmericans,theirspiritcontainsindependence,freedomandadventure,withlowsavingrate.Becauseofthedifferentculture,ChineseandAmericanshavedifferentconsumptionconceptions.Themaindifferencesareasfollows:

3.1ConservatismandAdventurism

Conservativeconsumptionistheconservativethoughtintheprocessofconsumption.Inordertoavoidrisk,peoplecouldn’tkeepupwiththedevelopmentofthesituationandtrytomaintaintheoriginalstate.Peoplewhoareconservativemayrefusetogiveupthetraditionalobjectsofconsumptionandhavenegativeattitudestonewproducts.ConservatismisoneimportantcharacteristicofChineseculturalspirit.TomostChinesepeople,theydonotwanttobedifferentfromtheothersandbecometooconspicuous.

Onconsumption,peopletendtopaymoreattentiontoexperienceandsticktobrand.Theyareunwillingtoacceptthenewproductrapidly;especiallythejustdevelopednewproductswhoseeffectsarenotstable.Atthetimeofpurchase,peopleoftenseektheviewsofothers,hopingotherscanhelpthemtomakedecisions,becausetheyhavenoideawhethertobuyornot（Sun,1995:

47）.

Chinesepeopleattachimportancetotheexperiencebutdonotliketochangeandadventure,sotheyareraretobuynewanddifferentthings.ThevalueofconservatismhasadeepimpactonCh

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