Research On Factors Of The Current Chinese Cultural Values Of Consumption

Consumer culture is not only an important sociological research areas, but also an important theoretical basis for marketing. Studying the framework of consumer culture & consumer values, both contribute to the theory of consumer behavior exploration and innovation, and help to fill this lackness of literature. In this paper, author based on the sociology theory, summed up the specific forms of the current mainstream consumer culture and the current consumer conception from literature and practice, so that the model can be validated guiding marketers to grasp the current consumer culture and consumer attitudes.This paper is based on the four specific content of the consumer culture,namely the fashion, the symbolic, the rational and the hedonism. Regarded consumer needs and consumer identification as mediating variables, the research model was constructed by using the theory of consumer behavior. Through structural equation model verified the related assumptions, and researched these factors on the effects of consumer conception which based on the empirical questionnaire. The final conclusion is:the development cultural values of consumption factor is the rational, the fashion and consumer identification; the traditional cultural values of consumption factor is the rational, the symbolic, the hedonism and consumer needs; the modem cultural values of consumption factor is the fashion, the hedonism and consumer identification. So as to provide a new perspective and methods for sociology, marketing research, etc.