The Characteristics And Construction Of Taste:Study On Daigou Consumer Taste Of College Students

In the wave of consumerism,people are paying more and more attention to the discussion of taste.The “tasteful” and “no taste” often talked about have become synonymous with consumption in the cognitive field of people.And such simple classification also drives people to constantly imitate upgrades or innovations in games or competitions that they consume.Consumer taste represents a group of people's consumption commonality and value preference.People often achieve the purpose of distinguishing from other groups through the construction of consumer taste,and it is also a way to express identity and group identity.This study focuses on the analysis of consumer tastes among college students' daigou behaviors.Since daigou itself represents a taste construction,the focus of this paper is on the basis of questionnaires and interviews to describe and analyze current college students' daigou behaviors.What is the commonness and preference of consumer tastes reflected in the daigou behaviors,and how these common characteristics of consumption are constructed?This article takes three universities in Shanghai as the research object,and conducts questionnaire survey and in-depth interview.From the view of the article structure,this study contains six chapters.The first chapter is the introduction,including the research background and problems,literature review and research significance.The second chapter is the relevant theoretical basis,which mainly defines the core concepts and discusses the theoretical basis of this research,namely Veblen's "conspicuous consumption theory",Simmel's "fashion consumption theory",and Baudrillard's "symbolic consumption theory" and Bourdieu's "taste concept." The third chapter is the research ideas and methods.The fourth chapter is about the status quo and factor analysis of college students' daigou consumer tastes.This chapter is mainly combined with questionnaire data and interview data,from daigou frequency and amount,daigou type and region,daigou principles and influencing factors,known channels and daigou groups.The aspects of the daigou of college students were truthfully presented.Theauthor also produced a “College of Daigou Consumer Taste Classification Scale”,and conducted a factor analysis,reliability and validity test.Through the analysis of the scale,we have a preliminary understanding of the university students' purchasing taste in daigou and named this unique consumer taste as "spiral-shaped consumer taste." It is a new type of taste that dynamically balances symbolic consumer tastes and practical consumer tastes.The fifth chapter analyzes the characteristics and construction of this spiral consumer taste in college students.From the perspective of spiral-shaped consumer taste,the college students' daigou behavior is a consumption process with both benefits and quality,and initially reveals "broken away from the concept of life",and the activity of the daigou circle,purchasing preference immediacy.From the perspective of taste construction,college students' daigou behavior is a concept-first behavior.At the same time,image anxiety has brought about the image consumer demand,and under the influence of the consumer circle,consumer tastes can be learned and expressed.The sixth chapter mainly contains the conclusions and deficiencies.Through the discussion of this article,we can see that college students' daigou behavior is not completely influenced by consumerism,but instead maintains independent and positive thinking ability and rational quality.Under limited economic capital,in order to achieve consumer willingness and spending power,They chose daigou to resolve this contradiction.Undergraduates' daigou consumer taste have been shaped under the influence of new consumer demand and consumer circles.At present,the consumer tastes are in a transitional stage.From the perspective of development trends,college students' daigou behavior will not be trapped in the flood of consumerism,the society does not have to worry too much about college students' daigou behavior.