Research On Clothing Consumption Culture Based On New Community

The network has been integrated into all aspects of social life,the development and use of new social software not only enrich the life experience,but also promote the transformation of social interaction.The popularization and application of the Internet,mobile terminals and social software make it more conveniently and quickly for people to communicate,the way of Internet communication has become the mainstream communication mode of the information society,the network life form has become an indispensable part of people's life form.Nowadays,there are more and more people access to social software information,especially for clothing information,however,the specific characteristics of clothing consumption culture in the community and consumer attitudes and behavior of members in the community are still uncertain.Based on this phenomenon,this paper proposes the hypothesis that a new type of community has formed a specific clothing consumption culture,while the corresponding consumption concept,mode and behavior of community members will have the characteristics of community,based on this series of phenomena,I will put forward a series of assumptions and validation.Specifically:the definition of a new community,social experience,the dissemination of fashion information;new community members of the specific classification of life forms;specific characteristics of the new community members clothing consumption concept,style and behavior;the formation mechanism and characteristics of the new community clothing consumption culture;influence of community consumption culture on members.This article based on this series of questions,divided into six chapters to analyze.The first chapter introduces the research background,research content,research significance and research methods.The second chapter describes the formation of a new community background,and illustrates the inevitability of the formation of the new community and its definition;secondly,elaborated on the new community the connotation is the social experience of the new community,the dissemination of the new social fashion information and the new consumption behavior in the community,and illustrating the new community information dissemination of clothing and members of the behavior characteristics of the community in order to lay the foundation for the existence of the new community clothing consumption culture.The third chapter expounds the impact of the new community on the members' clothing consumption.Taking the behavior of the community members and the concept as the intermediate variable,through the concrete empirical research,analyzes the characteristics of the community members' life forms and conducts the classification research,then verify the community members' view and attitude for the internal dissemination of clothing information.In the fourth chapter,the data analysis software SPSS20.0 is used to analyze the questionnaire results to verify a series of hypotheses about the concept,mode and behavior of clothing consumption of new members of the community,and then analyze and summarize the results.The fifth chapter will verify the existence of consumer culture in communities,then analyze and summarize the psychological characteristics of community members,and find out the specific factors that influence their consumption psychology,secondly,the fifth chapter will explain the characteristics of consumer clothing consumption,from the cultural symbols,endogenous and external influence.The sixth chapter summarizes the main conclusions of the dissertation,analyzes the shortcomings and limitations of the dissertation,and illustrates the practical feasibility of the research results of the dissertation,and put forward personal opinions on the brand communication in the new community.