奢侈品消费与文化差异

Yavuz Sarsılmaz
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摘要

本文旨在阐明奢侈品消费与文化差异之间的复杂关系,并强调这种关系对商业和学术研究的重要意义。奢侈品消费是指对具有高品质、独特性、美观性和物质成就等特征的产品和服务的消费,而显性消费则是指个人为获得社会地位和声望而进行的消费行为。文章以显性消费理论为基础,分析了个人如何塑造其奢侈品消费行为以获得社会地位和声望,以及这些行为在不同文化背景下的变化。文章强调,奢侈品消费不仅是一种经济现象,也是一种社会现象。文化差异在理解消费者行为和决定营销策略方面起着至关重要的作用。这些差异表明,不同文化对奢侈品的定义和认知可能大相径庭。例如,在某些文化中,奢侈品与华而不实、吸引眼球的产品联系在一起,而在另一些文化中,奢侈品则与优雅、简约和内在满足感联系在一起。此外,文章还探讨了奢侈品消费背后的心理动机。个人通过奢侈品消费来表达自我、增强自信和获得社会认可。在经济上,奢侈品消费与个人的收入水平和经济资源直接相关。高收入者可以在奢侈品消费上花费更多,而低收入群体参与此类消费行为的程度则较为有限。然而,借贷和信贷等工具让低收入人群也能参与到炫耀性消费中。这项研究有助于我们更好地理解奢侈品消费与文化差异之间的动态关系,并强调奢侈品品牌要想在全球市场上取得成功,就必须制定应对文化多样性的战略。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Luxury Consumption and Cultural Differences
This article aims to clarify the complex relationship between luxury consumption and cultural differences and to emphasize the significance of this relationship for business and academic research. Luxury consumption refers to the consumption of products and services that possess characteristics such as high quality, uniqueness, aesthetics, and material success, while conspicuous consumption defines the consumption behaviors individuals engage in to gain social status and prestige. Based on the theory of conspicuous consumption, the article analyzes how individuals shape their luxury consumption behaviors to achieve social status and prestige and how these behaviors change in different cultural contexts. The article highlights that luxury consumption is not only an economic phenomenon but also a social phenomenon. Cultural differences play a critical role in understanding consumer behaviors and determining marketing strategies. These differences demonstrate that the definition and perception of luxury can vary widely between cultures. For instance, in some cultures, luxury is associated with flashy and attention-grabbing products, while in others, it is linked with elegance, simplicity, and intrinsic satisfaction. Additionally, the article addresses the psychological motivations behind luxury consumption. Individuals use luxury consumption to express themselves, boost their self-confidence, and achieve social acceptance. Economically, luxury consumption is directly related to individuals' income levels and economic resources. High-income individuals can spend more on luxury consumption products, while low-income groups participate in such consumption behaviors more limitedly. However, tools such as borrowing and credit usage allow low-income individuals to engage in conspicuous consumption as well. This study helps us better understand the dynamics between luxury consumption and cultural differences and emphasizes that luxury brands need to develop strategies to address cultural diversity to succeed in global markets.
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