| The soaring socio-economic development has led to a tremendous increase in personal wealth.With ma terial needs being satisfied,the spiritual dimension has prompted consumers to turn to the symbolic value of commodities.Commodities are given more and more symbolic value,and their use value is no longer the goal of consumers.At the same time,the development of the Internet has made it necessary for young people to receive a lot of fragmented symbolic information at all times,and new consumption methods and concepts are spreading rapidly.Businesses are also helping to push the symbolic consumption carnival to a climax.In this paper,we take the youth group’s "unifor m" consumption craze as the research content,and summarize the performance and characteristics of the youth group’s symbolic consumption behavior about "uniform" through in-depth interviews and participant observation,and explore the symbolic consumption behavior about "uniform" from the perspective of symbolic consumption.The study also explores the reasons for the boom in symbolic consumption of "uniforms" and the impact of symbolic consumption on individuals,social platfor ms and businesses.Currently,the consumption of "uniforms" by young people shows obvious characteristics of symbolic consumption,and the symbolic value of goods becomes the main motivation for consumers to engage in consumption behavior."Uniforms" are sought after by consumers because of their youthfulness,fashion,status and other symbolic values.The establishment of the symbolic value of "uniform" is not only influenced by the leaders,but also by the mass media and literary works that convey and present its symbolic value,as well as the success of the related consumption practices,which make individuals eventually establish their identification with its symbolic value."The causes of "uniform" symbolic consumption behavior are divided into three aspects: personal,social platform,and business.The personal reasons include the need for self-identity construction,the need for individual expression and the need to gain me mbership in a group of "uniform" lovers;the social platform provides the space for the dissemination of "uniform" symbolic information,the space for the display of symbolic consumption behavior,and the space for the display of "uniform" symbolic consumption behavior.Social platforms provide space for the dissemination of "uniform" symbolic information,space for the display of symbolic consumption behavior,and space for vicarious experience of "uniform" symbolic consumption,which is one of the factors leading to "uniform" symbolic consumption;the reasons on the part of me rchants include the merchants’ hunger marketing strategy for the trans mission of symbolic information of products,as well as the fans of"uniform" consumers.The reasons on the merchant’s side include the merchant’s symbolic message,the hunger marketing strategy,and the fan operation of the "uniform" consumers.Under the combined effect of these three factors,the boom of "uniform" symbolic consumption has gradually emerged. |
