On The Consumption Motivation And Intention Of Portraits In The Internet Environment

This thesis studies the consumption behavior of portrait photo in the Internet environment with the consumption motivation of portraits and the factors affecting the intention of consumers as the main research content.An in-depth research on consumer behaviors is conducted through in-depth interviews and questionnaires.By the combination of consumption theory and the communication theory "use and satisfaction",theoretically comb the research content is firstly studied.Then,the qualitative research is carried out.In the early stage of the research,the consumption motivation of the portrait photo is deeply studied by means of in-depth interviews.By using the grounded theory,the potential motivation factors are extracted,including five main motives,and respectively they are,motive of self-expression,psychological satisfaction acquisition,recordation and commemoration,social motivation and follow the crowd.In the medium term,based on in-depth interviews,empirical research on the extracted motivations of portrait photo shoots is conducted,and the factors affecting consumption motivation,willingness to consume and their relationship with each other is put forward hypotheses on the basis of the preliminary results of in-depth interviews.Then the willingness to consume and the relationship between consumption motivation and intention,the factors affecting consumer willingness(consumer personality characteristics,product internal factors,product external factors,consumption experience)that are used to regulate the relationship between consumption motivation and consumer willingness are studied.Through qualitative research and empirical research,the consumption motivation of portrait photo shoot is summarized.Finally,the hidden essence behind the phenomenon of portrait photo shoot is analyzed by the combination of the specific content of in-depth interviews and relevant theories: In the social environment of online consumer culture,it is a kind of visual culture and body "show",allowing consumers to express themselves in individualization,gain self-identity through body aesthetics,retain survival mark in ritualized commemoration and gain social interaction in self-presentation.And taking thegender differences as the starting point,the consumption psychology of female consumers for photo shoot is further explored on the basis of the in-depth interviews and empirical research results.Besides,photo shoots have gradually become a new circle culture of the Internet.