Research On The Symbol Construction And Consumption Of E-commerce Shopping Festival

Symbol consumption is an inevitable trend of economic and social development driven by consumer demand,as a productive society turns to a consumer society.In the market environment where symbol consumption is prevalent,e-commerce platforms are tirelessly creating various shopping carnivals,which construct festival symbols through various symbolic expressions,thereby shaping the shopping festival into a national carnival festival ceremony.Based on Baudrillard’s symbolic consumption theory,this article takes the JD 618 Shopping Festival as the research object,analyzes the symbolic system construction of e-commerce shopping festivals and the symbolic consumption motivations and behavioral changes of consumers.Finally,it reflects on the symbolic consumption phenomenon in e-commerce shopping festivals and proposes corresponding optimization paths.The construction of the entire symbolic ideographic system of the e-commerce shopping festival mainly relies on the platform itself and the media.In terms of internal construction,this article mainly starts from the JD APP platform and studies the visual symbols,price symbols,and membership symbols within its shopping platform.These three types of symbols respectively create a symbolic space through the scene dissemination of image meaning,largescale production of promotional benefits,and hierarchical recognition of exclusive rights.However,relying solely on the e-commerce platform itself is difficult to form a large-scale dissemination of the symbol system.Mass media has played an important role in the construction of the external symbol system,and this role mainly relies on advertising symbol communication.This article takes the official microblog and WeChat video account of JD as the object,and analyzes the ideographic functions and manifestations of three different symbol types,namely,text symbols,image symbols,and video symbols.It finds that online media has unparalleled advantages in constructing the ritual sense of festival carnival,carrying the uniqueness of visual recognition,and constructing the emotional nature of image narration.The dissemination of symbols is a two-way process of encoding and decoding.After e-commerce platforms and network media complete the encoding of symbol systems,consumers receive these symbols and decode them based on their own understanding.This article uses a combination of in-depth interview and questionnaire research methods,and conducts factor analysis based on questionnaire data to extract four major motivations for consumer symbol consumption:utilitarian motivation,emotional motivation,identification motivation,and social motivation.Under the influence of these four motivations,consumers pursue symbolic value and conduct symbolic consumption during the e-commerce shopping festival.Next,based on the information obtained through in-depth interviews,we will explain the motivation of symbol consumption in detail,and summarize the two major changes in symbol consumption behavior during the current e-commerce shopping festival,namely,the increasingly diversified pursuit of symbols and the gradual decline of symbol consumption.This article examines the symbolic consumption phenomenon in the current e-commerce shopping festival from a dialectical perspective,first affirming the economic value it brings,secondly reflecting on the consumer culture it shapes,and finally,aiming at the adverse issues arising from the reflection,it proposes optimization suggestions for the future development of e-commerce shopping festival in the context of symbolic consumption from three dimensions:consumers,e-commerce enterprises,and mass media,to promote its healthy and sustainable development.