A Study On The Factors Influencing Consumers' Feeling Of Symbolic Value

Through using the materials of questionnaire investigation from the residents of Wuhan"hairdressing consumption", on the base of the relevant theories of symbolic consumption stratification and status identity, the aim of this thesis is to analyze and explains the stratified factors and the status identity factors that influence the feeling of symbolic value. The paper is divided into four parts.The first part, introduction induces the background of this research, the related predecessors, theoretical and positive research; defines two core concepts :The symbolic value and the status identity; and introduces the ideas, methods, hypotheses ,the Innovation and inadequacy of this research.The second part is about a statistical description of the feeling of symbolic value. The results show that the consumers have the middle-degree feeling of symbolic value. Compared to the use value and price, the symbolic value is paid less attention by consumers.The third part ,the influencing factors are reviewed. Firstly, the author describes the differences of individual characteristics influencing the feeling of symbolic value (Gender, Age and Place of residence);Then analyze the correlation relationship between stratified variable(Income, Subjective Income level, Level of education , Occupation and Subjective Class identity)and the feeling of symbolic value, The results show that two variables have significant correlation; Last, the author does a factor reduction analysis on the status identity Variable and 3 factors are extracted: the self-seeking emotion, the collective-seeking emotion and the status tension . The results show that the feeling of symbolic value has the significant correlation with self-seeking emotion.The last part is about the conclusion and discussion.