In what ways does traditional Chinese culture influence consumer behavior?

One of the important attributes of culture is its ethnicity, nationality or community. All the peoples of the world have created different styles of national cultures under their own special natural environments and social and historical conditions. As a result, the consumer behavior of each nation will be different due to different cultures.

One, the influence of Eastern culture on consumer behavior, taking Chinese culture as an example.

(A), the traditional Chinese culture on consumer behavior 1), the relationship between man and nature, the Chinese believe in fate, there is the so-called "unity of heaven and man" idea. Therefore, most Chinese people attribute all unpleasant or unfortunate things to the number of days. eg: when encountering product failure or bad service, Chinese people are less likely to make complaints, but Chinese people in the choice of consumption and pay close attention to the "fate" of the sales staff

2), the relationship between man and other people, the Chinese people's group orientation, authoritarianism, face and human feelings. They value the opinions of family, relatives and friends, and are used to suppressing their own feelings in order to achieve harmonious relationships. Therefore, the group has a direct and important influence on the purchase of products.

3), the relationship between people and themselves, Chinese people are prone to form a self-shrinking character, due to the tendency of collectivism, "see people say people, see ghosts say ghosts," the attitude of the Chinese consumers often change their intended purchasing behavior.

4), the relationship between people and practice, Chinese people remember the past, so it is easy to have a high brand loyalty

(2), the influence of Confucianism on the luxury consumption behavior

1), in the self-concept of the interdependence between people, the Oriental people tend to dependence on the dependent self, i.e., in the self-concept of the dependence between people. For the dependent self-concept, behavior is based on basic ties with others, including family, culture, occupation, and social relationships. Chinese people are more dependent self-centered, focusing on the reactions of people related to them to their purchasing behaviors. Individuals under the influence of Confucianism are always under pressure to live up to the expectations of others in order to gain "face". People in the Oriental world are very concerned about "face", and "face" plays a big role in Oriental people's consumption behavior. Through the consumption of luxury goods, people maintain their own "face", strengthen others' perception of them, and maintain their social status.

2), the pursuit of balance between individual and group interests. In the society influenced by Confucianism, people emphasize more on the convergence of individual and organization, and their behavior is centered on the satisfaction of the group's interests. When there is a conflict between individual desires and the group's goals, people are more inclined to sacrifice their individual interests to achieve the interests of the organization, which is expressed in the traditional concept of Confucianism as ?°take responsibility first, and enjoy the rights later?±. The balance between the interests of the individual and those of the group is reflected in the fact that the interests of the individual are subordinated to the basic needs of interpersonal relationships, such as family, culture, occupation and social relations. China's collective consciousness dictates that the success of an individual is important for the honor of the family, so luxury purchases in China are often made not for the individual, but for the needs of family, professional and social relationships.

(3) The influence of social fashion on consumer behavior

1) Political economy influences people's consumption behavior in a certain period of time: In the early years of the Republic of China, the storm of the Xinhai Revolution not only violently impacted the superstructure of the feudal society and its ideology, but also affected many aspects of people's daily life, resulting in a generation of new fashions. After the Xinhai Revolution, to adapt to the transformation of social fashion, the previous clothing on the kind of old-fashioned, monotonous, hierarchical situation was replaced by a vivid and lively, ever-changing scene. People in the choice of clothing, no longer pay attention to the status of the noble and lowly, but to the beautiful and novelty of the fashion. Another example, China in the decade of turmoil by the "left" trend of thought, "green military uniforms, armed belt" was popular for a while, since the reform and opening up, very popular jacket, loose shirt, casual wear, sportswear reflects the harmony, the development of the political atmosphere of the pursuit of a free and lively life.

2), the social psychology of commodity consumption shows a specific phenomenon, social psychology due to the times, geographical changes, habits, personal cultural differences and differences. Red has always been regarded as a symbol of fullness in China, so the folk marriage and happy events are preferred to red, in order to present a festive and lively atmosphere. Chinese people like strong human feelings, show the spirit of unity and auspicious store names, such as "Tong Ren Tang" pharmacy, "Quan Jude" roast duck store, "Friendship" hotel and so on.

3), lifestyle, lifestyle is a social activity given by culture. Culture and lifestyle has a very close connection, culture provides people with a certain style of life, education people to what kind of way, method of life, such as food, clothing, housing, transportation, marriage and funeral, receiving people and so on. In different social and cultural contexts, people's lifestyles will produce large differences, naturally forming different consumer psychology and purchasing behavior. Lifestyle on the deep impact of consumer psychology is also reflected in the lifestyle changes, people's consumer behavior also changed, for example, with the improvement of the living standards of the Chinese people, the expansion of international exchanges, people's lives on the increase in the demand for beauty, on the women's dress, a change in the past monotonous, dull, the old set of clothing, hair, instead of a variety of popular fashion, fashionable hair, not only the marriage of women to perm, hair, and so on. Not only do married women get perms, but also girls often get perms in a variety of fashionable hairstyles. Naturally, the demand for these products has increased significantly. Such as a variety of fashion, make-up, perm, hair care products.

4), values, values, refers to people's subjective evaluation of objective things, it is the basic connotation of culture, but different cultures determine people's different values and value orientation. People's material life can not be separated from the pursuit of spirit, which gives people a certain social activity of thought and feeling, the formation of life, life and value orientation of the unique values. Clothes and hats, each with its own preferences, it is not only a kind of interest, a hobby, but more importantly, a cultural expression. For example, some developed countries of daily consumer goods such as refrigerators, color TVs, etc., for a period of time for the Chinese people is very expensive high-grade goods, many people regard these goods as a symbol of wealth. This difference in values is reflected in all aspects of people's consumption activities.

(4), the influence of ethnic culture and geography on consumer behavior

1), the characteristics of ethnic consumption reflects the traditional culture of the ethnic groups, the Chinese people deep and subtle, manifested in the clothing style rigorous simplicity, the Chinese Han Chinese Spring Festival to eat dumplings, eat rice cakes, firecrackers; the Lantern Festival to eat Lantern Festival, dragon lanterns; Dragon Boat Festival to eat rice dumplings; the Mid-Autumn Festival to eat mooncakes and so on. Other ethnic groups in China, such as the Tibetan Tibetan New Year, the Dai Water Festival, the Water Festival, the Lahu Dangta Festival, Kyrgyz Noraoz Festival are equivalent to the Han Chinese New Year, are required to have their own national characteristics of the festival merchandise. Consumption practices of different ethnic groups are due to their respective ethnic traditions and culture of the decision, in-depth study of national culture in order to enable manufacturers to make the correct judgment and decision-making on the market, production to adapt to the characteristics of different ethnic groups of commodities to

2), the impact of regional culture of consumer behavior, the formation of regional culture is often closely related to the local historical tradition and cultural traditions, due to the constraints and influences of the natural and social environment, the formation of regional culture is often closely related to local historical tradition and cultural traditions, due to the natural and social environment in different regions, the formation of regional culture is often closely related to local historical tradition and cultural traditions. Due to the constraints and influence of the natural environment and social environment, different regional cultural characteristics will be formed, inevitably on the production of commodities, materials, design and processing, style, packaging and decoration, as well as the consumer habits of commodities have a profound impact on the formation of commodities with a strong color of regional culture. From the point of view of different regions of China's eating habits, Hunan people love to eat chili, Sichuan people like spicy, Zhejiang people love to eat sweets, Shanxi people like vinegar and so on habits, are due to the impact of the local natural environmental conditions. In the world, the regional cultural characteristics of goods is particularly prominent, some of China's traditional cultural characteristics of goods such as silk, embroidery, handmade carpets, etc., not only in the market has a very strong competitiveness, but also in the world to spread and promote the Chinese people's long history of traditional culture.

Two, the influence of western culture on consumer behavior

1), in the self-concept focus on the interdependence between people. Westerners attach more importance to the concept of independent self, the concept of independent self, rooted in the idea that people are intrinsically separate from each other; the pursuit of personal and group interests and needs of the balance, in the relationship between personal and group interests, people in Western societies believe that personal freedom is the most important, people should use their own inner real values to deal with life, the reason why the group exists is to allow individuals to better meet their needs, the individual can try to change the group, but also the group can try to change the group, and the group can try to change the group, and also the group can try to change the group. Individuals can try to change the group or simply leave it.

2), social psychology makes the consumption of goods show a specific phenomenon, Western consumers favor some strange, grotesque store names, such as "happy morning", "flea" and so on.

3), lifestyle, culture and lifestyle has a very close relationship, culture provides people with a certain style of life, education people to what kind of way, method of life, such as food, clothing, housing, transportation, marriage and funeral, etc. In different socio-cultural contexts, the culture and lifestyle of the people, the culture of the people, the culture of the people, the culture of the people, the culture of the people, the culture of the people and the way of life. In different social and cultural contexts, people's lifestyles will produce large differences, naturally forming different consumer psychology and purchasing behavior. For example, the developed countries in the West, out of the fast pace of life, people like to fast food restaurants, even if the home meals, but also to buy semi-finished cooking, so fast food, fast food, semi-finished food is very popular, there is a great market demand.

4), values, in economically developed countries, most people are keen to enjoy the comfort of life, consumer spending often exceeds their income level, accordingly, installment payments, credit transactions are very prevalent. People buy big goods, such as cars, housing, etc., can be paid in installments, but also from the bank to borrow money to pay, and the more money borrowed, the higher the reputation. Americans like to spend what they earn, not save.

5), the characteristics of the national consumer reflects the national traditional culture, the formation of western-style clothes, the basic shape of the opening is very large and western culture emphasizes the freedom and liberation of personality is closely related. Christmas in Europe and the United States also have special consumer goods such as Christmas trees, Christmas candy, candles, turkeys and so on.

In addition, there are many other cultural influences on consumer behavior.

The influence of film and television culture on consumer purchasing behavior

Schwarzenegger starred in the movie "Destroyer", the end of the film, he used a cell phone to notify his superiors to go to the dock where the criminals smuggled firearms so as to clear their own wrongdoings. After the phone call, he did not turn off the phone, but casually discarded the phone on a pile of waste, when the camera pushed to the exquisite small cell phone, the phone came from the boss crisp voice of the question ...... This phone is Ericsson that year to launch the latest product - 768. Later with the "Destroyer" box office The box office of "Destroyer" soared, and Ericsson naturally achieved extraordinary results. As a commercial mass media, movies and TV dramas have been increasingly infused with advertising elements. One of the reasons is the commercial need of the movie itself, and the other is that the real life is the source of the movie creation, and it is the real and artistic reproduction of the real life culture. In addition, movie stars are the most representative characters in life and are emulated by the audience, thus finding the reason for advertisers to put in. Film and television culture is the print advertising, television advertising disguised reflection, has a strong commercial, can achieve good business benefits.

The influence of celebrity advertising on consumer behavior

A celebrity advertisement can attract the public's attention to the advertisement message in an exceptionally noisy media environment by taking advantage of the various characteristics of celebrities. Aiming to make their products from the disorganized information environment to stand out.

Two, the prestige of the celebrity in the consumer perception of celebrity advertising has a certain halo effect, because the celebrity is noble, trustworthy, this quality will be transferred to his endorsement of the product, help to improve brand awareness.

Three, celebrity advertising helps to enhance the credibility of the advertising message. Whether consumers are willing to accept the message of the advertisement after they realize the advertisement is still an unknown. Advertising to guide the consumer's perception of the expected direction of change, must let consumers feel real and credible, and advertising is credible, advertising source is crucial. Therefore, the source of the advertisement is very important. Attitude change theory in psychology suggests that the authority in people's minds is the most influential.

Fourth, celebrity advertising can prompt consumers to generate positive emotions. Consumers react to advertisements with cognitive and emotional responses. Cognitive response is the consumer's understanding of the advertising message, and emotional response is the consumer's emotional experience of the advertising message.