时尚消费的传播心理研究

发布时间：2019-05-18 02:32

【摘要】：当中国社会进入物质文明高度发达的时代,消费文化逐渐取代传统的勤俭节约文化,消费主义思潮逐渐占上风。西方消费主义思潮的影响,世界各大时尚品牌的大规模入驻,都为中国日益盛行的时尚消费提供可能。人们在衣食住行方面不断投入物质时尚消费的行为,究竟是为了满足求新求异的欲望还是为了寻求身份的认同?人们频繁地出入电影院、艺术展进行文化时尚消费,到底是出于追赶时尚风潮还是真正出于对文化的喜爱?在这个以"产品过剩"为特征的社会,消费者通过不同层次的时尚消费,追逐不同的时尚潮流,审美、社交、炫耀、求同、求新、求异等心理动机错综复杂地交织在消费者心头。而传播作为一切社会信息活动的基础,其本身就是人的社会心理活动。笔者希望通过对时尚消费的大众传播、群体和组织传播、人际和人内传播等心理分析,得出消费者在不同传播情境下不同的心理特征,借此促进社会主义市场经济健康有序地发展,并倡导消费者树立科学健康的社会主义消费观,规范个人消费行为,提升个人素质,实现个人自由而全面的发展。本研究从广义的层面上将任何体现消费者权力、地位、品位或爱好的,并在一定时期内引起相当多人追求的特殊消费行为(时间、注意力和金钱)定义为时尚消费。在本文第一章中,时尚消费与传播携手,笔者不仅概括了器物、行为和观念层面时尚消费的异同点,还重点阐释了时尚消费在传播过程中由阶级意识到大众选择、由外界对抗到自我愉悦的转变。本文第二章到第四章主要论述了时尚消费在大众传播、群体和组织传播、人际和人内传播这五大传播类型下不同的心理特征。在大众传播视域下,媒体的可信度和知名度、消费者的需求、时尚消费创新的扩散都是影响大众消费行为的重要因素。而在群体和组织传播层面,笔者分别选取了富裕阶层、女性群体和青少年群体这三大"易感人群"以及体育组织和公益组织这两大组织,在人际和人内研究中,笔者选择了意见领袖和普通大众的角度,得出了消费者在不同情境下不同的心理特征。本文第五章从美学和哲学角度对时尚消费的传播心理进行了剖析,时尚消费的重要场所——商场的色彩、光线、材质等元素以及时尚消费品设计、包装、摆放等元素,都对消费者的审美体验造成巨大影响。而时尚消费在传播过程中也满足了消费者对普遍性和特殊性的追求和寻求内心平衡的哲学心理。本文第六章笔者根据对时尚消费的一些个案分析研究,得出了国内消费者具有享乐主义与节俭主义并存、审美主义和实用主义并存、喜新厌旧情绪加剧等心理特征,而目前流行的身体消费是消费者观念和需求结合的产物。同时,随着时尚消费的大规模传播,其负面影响开始显现,时尚消费的绿色运动将会是未来时尚消费发展的趋势。
[Abstract]:When Chinese society entered the era of highly developed material civilization, consumer culture gradually replaced the traditional thrift culture, and consumerism gradually gained the upper hand. The influence of western consumerism and the large-scale entry of major fashion brands in the world provide the possibility for the fashion consumption which is becoming more and more popular in China. People continue to invest in material fashion consumption in food, clothing, housing and transportation, in order to meet the desire for innovation and difference or to seek identity? People go and go to cinemas frequently, art exhibitions carry out cultural fashion consumption, is it to catch up with the fashion trend or really out of the love of culture? In this society characterized by "excess products", consumers pursue different fashion trends, aesthetics, social interaction, showing off, seeking common ground and seeking new ideas through different levels of fashion consumption. Psychological motivation such as seeking difference is intricate and intertwined in the hearts of consumers. As the basis of all social information activities, communication itself is human social and psychological activities. The author hopes that through the psychological analysis of mass communication, group and organization communication, interpersonal and intra-person communication of fashion consumption, the different psychological characteristics of consumers in different communication situations can be obtained. In order to promote the healthy and orderly development of socialist market economy, and advocate consumers to establish a scientific and healthy socialist consumption concept, standardize personal consumption behavior, improve personal quality, and achieve personal free and all-round development. In this study, any special consumption behavior (time, attention and money) that embodies consumer power, status, taste or hobby and causes quite a lot of people to pursue it in a certain period of time is defined as fashion consumption. In the first chapter of this paper, fashion consumption and communication work together. The author not only summarizes the similarities and differences of fashion consumption at the level of utensils, behavior and ideas, but also focuses on explaining that fashion consumption is chosen by class consciousness to the public in the process of communication. The transformation from external confrontation to self-pleasure. The second chapter to the fourth chapter mainly discusses the different psychological characteristics of fashion consumption under the five communication types: mass communication, group and organization communication, interpersonal communication and intra-person communication. From the perspective of mass communication, the credibility and popularity of the media, the needs of consumers and the diffusion of fashion consumption innovation are all important factors that affect the behavior of mass consumption. At the level of group and organizational communication, the author selects the three "susceptible groups" of rich class, female group and youth group, as well as sports organizations and public welfare organizations, in interpersonal and intra-person research. The author chooses the angle of opinion leader and the general public, and obtains the different psychological characteristics of consumers in different situations. The fifth chapter of this paper analyzes the communication psychology of fashion consumption from the aesthetic and philosophical point of view, the important place of fashion consumption-the color, light, material and other elements of shopping malls, as well as the design, packaging, placement and other elements of fashion consumer goods. Both have a great impact on the aesthetic experience of consumers. In the process of communication, fashion consumption also satisfies consumers' pursuit of universality and particularity and the philosophical psychology of seeking inner balance. In the sixth chapter, according to some case studies on fashion consumption, the author draws the conclusion that domestic consumers have the psychological characteristics of the coexistence of hedonism and thrift, the coexistence of aestheticism and pragmatism, the aggravation of the emotion of liking the new and the old, and so on. At present, the popular body consumption is the product of the combination of consumer concept and demand. At the same time, with the large-scale spread of fashion consumption, its negative impact begins to appear, the green movement of fashion consumption will be the development trend of fashion consumption in the future.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

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