원문정보
Consumer Nationalism of Chinese Consumers : A Consumer Practice Theory Approach
초록
영어
The purpose of this study was to investigate Chinese consumers’ practices related to consumer nationalism. Based upon Holt’s typology of consumer practices(1995), we analyzed how Chinese consumers perform consumer nationalism practices in a variety of ways for multiple reasons. To do so, we conducted in-depth interviews with 15 Chinese young adults living in mainland China. First, the results showed that participants explained and evaluated various consumer nationalism phenomena with their own interpretive framework. Most of them evaluated Guochao as evidence of the economic development of China and supported consumer boycotts of global brands. All participants appeared to be competent in performing political and banal consumer nationalism practices in everyday life in appropriate ways with regard to the integration related to construction of self-identity through consumption. Third, play is related to gaining joyful experiences in consumer nationalism practices. The participants were found to experience pleasure while interacting with others online and offline. Fourth, classification is deeply related to the acquisition of status. Most of the participants tried to avoid deviating from social norms, as they were aware of others’ attention on their nationalist consumption. It was also found that people uploaded videos and photos to gain popularity online. The results have several contributions to consumer nationalism research. This study showed a possibility that consumers would engage in consumer nationalism not as a result of their attitudes toward their nation, but in order to enjoy positive experiences or gain social status. Therefore, their nationalist attitudes or patriotism may develop as the result of their nationalist consumption practices.
목차
1. 서론
2. 이론적 배경
2.1 소비자 민족주의
2.2 소비실천
2.3 중국 민족주의 소비의 역사
3. 연구방법론
3.1 연구 참여자
3.2 자료수집: 심층면접
3.3 자료 분석
4. 연구 결과
4.1 경험
4.2 융합
4.3 유희
4.4 분류
5. 논의와 결론
참고문헌