Empirical Research. Symbolic Consumption Of Meaning Construction

This study is targeted to college students, and to investigate theirsymbol consumption of information technology products(IT products),and the students themselves is how to treat symbols consumption of ITproducts on campus. This paper analyzes the characteristics of modernconsumer culture. On the combination of Jean Baudrillard's and otherscholars' symbol consumption theory and "Interpretation of Symbols", itis to explore how IT products in the form of the symbol is displayed tothe consumer and What response consumer do, in other words, ITproducts is how to reflect symbol significance and university students ishow to build a symbolic consumption. In this paper, informationtechnology products symbols reflect through the four main avenue ofsymbols that brand, advertising, design and fashion. Then through "themode of significance transfer" analyzed the symbol consumption of ITproducts of students from this four elements, and from different areas oflife, different consumer level and different grade to analyze thedifferences among students symbols consumption. In addition, the studyfound that these phenomena, those individual consumption and imitatingconsumer, rational and non-rational consumer, consumer savings andadvance, Consumer attitudes divide, are co-exist in college student'sconsumption. Finally from the point of consumerism to analyze thepositive impact of the students' symbol consumer, and we sign thatstudents' symbol consumer is to a large extent reflected in the consumerculture. We sign that symbol consumption has a negative impact, andthink that Irrational,blind and comparisons consumption is unreasonableconsumption on campus.