符号消费理论视角下的星巴克消费符号研究

发布时间：2024-09-17 14:20

　　在中国,星巴克咖啡越来越受年轻人的欢迎。星巴克门店作为消费和社交场所,在人们的日常生活中也发挥着越来越重要的作用。消费者习惯于将星巴克与高品质的咖啡豆、顾客私人定制的咖啡、充满异国情调的咖啡店、甚至墨绿色的双尾美人鱼商标联想到一起。然而,这些文化符号所引起的身份认同的混乱和消费观的异化已经成为当今社会值得关注的现象。本文借助鲍德里亚提出的符号消费理论,重点分析两个问题:一是星巴克消费符号对消费者产生了何种影响,二是星巴克的消费符号如何引发消费者的购买行为。首先,本文通过问卷调查和观察法两种方法调查星巴克消费符号对消费者可能产生的影响。问卷主要从自我认同和群体认同两个维度出发来验证星巴克的消费符号是否对消费者的心理感受和社交生活产生了影响。观察法采用叙述性描述和图片辅助的方式对星巴克代表性的文化符号进行观察和分析。其次,文章重点阐释了星巴克对其商品从编码到引发购买行为的过程。星巴克先通过符号能指与所指的任意关系,把抽象的文化概念变成商品的自然属性,使得其商品成为文化符号。再通过广告、门店布局等方式创造的仿真世界,加强商品的符号价值,使得其代表的文化内涵为大多数人接受并认同。继而,当潜在的消...

【文章页数】：82 页

【学位级别】：硕士

【文章目录】：
Acknowledgements
中文摘要
Abstract
Chapter 1 Introduction
    1.1 Research Background
    1.2 Research Objectives and Significance
    1.3 Research Framework
Chapter 2 Literature Review
    2.1 A Brief Review of Studies on Consumption Symbols
        2.1.1 Studies on Consumption Symbols in China
        2.1.2 Studies on Consumption Symbols Abroad
    2.2 A Brief Review of Studies on Starbucks
Chapter 3 Theoretical Framework
    3.1 Basic Concepts
        3.1.1 Sign
        3.1.2 Consumption Symbols
        3.1.3 Symbolic Consumption
    3.2 Symbolic Consumption Theory
        3.2.1 Coding of Commodities
        3.2.2 Construction of a Simulated World
        3.2.3 Different Forms of Identity in the Consumer Society
        3.2.4 Building of Social Strata
Chapter 4 Research Design
    4.1 Research Questions
    4.2 Subjects
    4.3 Dimensions
    4.4 Research Methods
    4.5 Pilot Study
Chapter 5 Analysis of Starbucks’ Consumption Symbols
    5.1 Coding of Commodities at Starbucks
        5.1.1 Customized Coffee
        5.1.2 Unfaithful Solicitude
        5.1.3 Alienated Leisure
    5.2 Simulational Culture Created by Starbucks
        5.2.1 Pseudo-events Reworked by Advertising
        5.2.2 Glass Walls Adopted by Starbucks Stores
    5.3 Consumer Identity Based on Starbucks
    5.4 Miniature of Social Structure at Starbucks
Chapter 6 Implications in Cultivating a Reasonable View of Consumption
    6.1 Avoidance of Building Identity on Consumption Symbols
        6.1.1 Critical Attitude towards the Pursuit of Differences
        6.1.2 Adequate Understanding of Four Consumer Identity Frames
        6.1.3 Actions Taken in Daily Routine
    6.2 A Clear Distinction between True and False Needs
        6.2.1 The Connotation of False Needs
        6.2.2 The Promotion of False Needs
        6.2.3 Measures Taken in Daily Life
    6.3 The Elimination of Reified Consciousness
        6.3.1 The Division of Labor
        6.3.2 Reified Consciousness Caused by Reification
        6.3.3 Steps Taken in Everyday Life
Chapter 7 Conclusion
    7.1 Major Findings
    7.2 Limitations of the Study
    7.3 Follow-up Research Recommendation
References
Appendix 1 星巴克消费研究的调查问卷
Appendix 2 Reliability Report
作者简历及在学期间所取得的科研成果
附表



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