从文化层面分析中美消费观的差异毕业论文

从文化层面分析中美消费观的差异毕业论文ContentsAbstract (I)摘要 (II)1 Introduction (1)1.1 Significance and Aim of the Paper (1)1.2 Organization of the Paper (1)2 Literature Review (2)2.1 The Definition of Consumption Conception (2)2.2 Related Researches Abroad and at Home (2)3 The Comparison of Chinese and American Consumption Conception (3)3.1 Conservatism and Adventurism (3)3.2 Future Consumption and Excessive Consumption (4)3.3 Frugality and Enjoyment (5)3.4 Practicability and Form (5)3.5 Collectivity and Individuality (6)4 The Influences of Chinese and American Cultures on Consumption Conception (6)4.1 The Influences of Geography on Consumption Conception (7)4.2 The Influences of Social Development on Consumption Conception (7)4.3 The Influences of Values on Consumption Conception (8)4.4 The Influences of Traditional Family Education on Consumption Conception (9)4.5 The Influences of Entertainments on Consumption Conception (10)5 Some Inspirations for Establishing a Correct Concept of Consumption 105.1 Living within Our Means and Moderate Consumption (10)5.2 Avoiding Blind Obedience and Rational Consumption (10)5.3 Protecting the Environment and Green Consumption (11)6 Conclusion (12)References (13)1 IntroductionWe create cultures which also create ourselves. Each nation creates different cultures in their different ways; in turn, different cultures also create various nations. Culture is the complex whole that includes knowledge, belief, art, law, morals, customs, and any other capabilities and habits acquired by humans as members of society. It includes almost everything that influences an individual’s thought processes and behaviors (Hawkins, Best, Coney, 2003:42). As we all know, different countries have different cultures, which influence human life in various aspects. Due to the different cultural background, there exist big differences in customers’ behaviors or consumption concepts, so it is impossible to dissociate consumption conception from culture. This paper is to make a study on the differences of Chinese-American consumption conceptions from the perspective of culture.1.1 Significance and Aim of the PaperConsumption, as a means for humans to meet individual needs, is determined by consumers’ subjective factors in certain societies, but generally branded with the cultural imprint. Under the background of globalization, great changes have taken place in people’s consumption with the development of the market economy. The levels of consumption also have different degrees of increase with the improvement of material and cultural life. With the cultural communication between China and America, a growing number of foreign cultures have been introduced to each country, and people’s consumption conceptions have been affected in this environment. There exist big differences in customers’ behaviors or consumption conceptions because of the different cultural background. The evolution of consumption conceptions is in line with times and reflects the different national cultures. In other words, different cultures produce different consumption concepts. Both of Chinese and American consumption concepts have their own advantages and disadvantages. The paper focuses on the different consumption concepts between China and America, and the influences of culture on the consumption concept, which makes people further realize the different consumption concepts in different cultural background and treat their own culture and consumption concepts correctly and rationally. We should break our prejudices against others’ consu mption concepts, understand and respect people’s consumption concepts under different cultural background. This study mainly analyzes the different consumption concepts from the perspective of culture, which helps us to understand the differences deeply and establish acorrect concept of consumption.1.2 Organization of the PaperThe first part is an introduction. It shows readers some essential information about the relationship between culture and consumption conception and the significance and aim of this paper. The second part is about the consumption conception. The third part aims to compare Chinese and American consumption conceptions from five aspects: conservatism and adventurism, future consumption and excessive consumption, frugality and enjoyment, practicability and form, collectivity and individuality from the perspective of culture. The fourth part concerns the influences of Chinese and American cultures on consumption conception, which include five factors: geography, social development, values, traditional family education, and entertainments. The final part is about some inspirations for establishing a correct concept of consumption.2 Literature ReviewSo far, there has been no uniform definition of consumption conception in the academic community. Researchers defined the consumption conception from different perspectives based on different theoretical perspectives and research methods.2.1 The Definition of Consumption ConceptionConsumption is the process of choosing, purchasing, maintaining that people do in the modern economic and social conditions, to meet their needs and demands (Wang, 2001:6). A Consumer Economics Dictionary defines it as: “people through their using of various labor products to meet their own needs and processes.”Consumption conception is extended out from the value. It is one of the components of the value and is the ruler that people use to measure consumption and related things (Luo, 2002:137).Consumption conception means people’s ideology and attitude towardsconsumption activities, consumption level, and pattern of consumption andso on. It is the thinking standard that guides people’s consumptionbehaviors and the embodiment of social economic reality in people’s minds.Consumption conception is controlled by a person’s lifestyle, values,morality and aesthetic effect and provides the essential nature andorientation of people’s consumption behaviors (Yang, 2002:2).2.2 Related Researches Abroad and at HomeIn the consumption field, many foreign researches study the impact of values on consumer behavior. Sheth et al. established a theory from the perspective of consumption value to explain how consumers make purchase decisions and summarized five kinds of consumption values that would affect consumer behaviors (Sheth et al, 1991:159). Gutman discussed the essence of the association between product properties, consumption results and personal values and studied the association between the individual decision behavior and values (Gutman, 1982:60). German Metro Group once investigated 7000 people’s consumption concepts in seven EU countries, and the survey report shows that European consumption varies greatly. In some countries, people like overrun consumption; on the contrary, people in some other countries tend to be more prepared for the unexpected suddenness.Chinese scholars thought that discussion on the factors influencing the consumption could be divided into two broad categories: macro-social environment factors and individual background factors. With the comparison of Chinese and western consumption concepts, scholars have done some researches.From the point of view of residents’ consumption, Huang Yuting explained the issue of the imbalance between Chinese and American trade. She thought that two different consumption concepts lead to the two different trade conditions, i.e., frugal Chinese consumption concept was the important reason for China’s trade surplus, while the advanced consumption concept put America into the trade deficit situation (Huang, 2007:31). Many scholars have analyzed the ideological origins of the three kind of consumption concepts in Chinese and foreign history; they thought the frugal and luxury consumptions have their own advantages and disadvantages, while moderate consumption concept represents an entirely new consumption ethics and values. Both the personal consumption and overall sense of community consumption are changing with the times and development. From the perspective of Sociology, Wei Xinming analyzed the historical changes and roles of different consumption concepts as well as their advantages and disadvantages (Wei, 2005:22).3 The Comparison of Chinese and American Consumption ConceptionChinese people are much more frugal and conservative on consumption. The main representations of Chinese characteristic are conservatism, forbearance, filial piety and collectivism, with high saving rate; but to most Americans, their spirit contains independence, freedom and adventure, with low saving rate.Because of the different culture, Chinese and Americans have different consumption conceptions. The main differences are as follows:3.1 Conservatism and AdventurismConservative consumption is the conservative thought in the process of consumption. In order to avoid risk, people couldn’t keep up with the development of the situation and try to maintain the original state. People who are conservative may refuse to give up the traditional objects of consumption and have negative attitudes to new products. Conservatism is one important characteristic of Chinese cultural spirit. To most Chinese people, they do not want to be different from the others and become too conspicuous.On consumption, people tend to pay more attention to experience and stickto brand. They are unwilling to accept the new product rapidly; especiallythe just developed new products whose effects are not stable. At the timeof purchase, people often seek the views of others, hoping others can helpthem to make decisions, because they have no idea whether to buy or not(Sun, 1995:47).Chinese people attach importance to the experience but do not like to change and adventure, so they are rare to buy new and different things. The value of conservatism has a deep impact on Chinese consumption conception.Different from Chinese people’s conservatism, Americans prefer to adventurism. Americans like having things which are new and different, because they like change and adventure. Americans generally despise mediocrity, cowardice, like to be the blockbuster. They have the spirit of adventure and trust their own judgment. For a new thing, they rarely consider whether it is consistent with the experience of their predecessors. So they pay more attention to consumption utility, advocating pre-expenditure, trying new consumption patterns and sites, and chasing the new consumption goods actively (Sun, 1995:48). They fervently believe that human beings are developing, the world is developing, everything has to be updated, the new is better than the old. Therefore, they are willing to accept new ideas, new technologies and new products; the more novel and risky products are, the more they are willing to accept and try. At the time of purchase, they generally make decisions by themselves, rarely let others help them; they think it is purely a personal thing.3.2 Future Consumption and Excessive ConsumptionFuture consumption means consumers will choose a more pragmatic and long-term consumption pattern in order to prevent the difficulties caused bythe uncertainty in the future. They restrain consumption desire, focus on savings to ensure future consumption needs, advocate thrifty and accumulation before consumption. Chinese people are inclined to this consumption. They advocate frugality and purchase houses by pinching and saving. Chinese people like depositing money, so using tomorrow’s money to achieve today’s dream is not accepted by them generally. If they currently do not have enough money to buy a house, they prefer to live in their old houses rather than secure loans. They think that the future is unknowable, life is impermanent and natural and man-made calamities would happen in future. Only when they have a certain amount of savings, can they live at ease.Americans advocate excessive consumption. In the United States, loan consumption is a very common phenomenon; from houses to cars, from credit cards to the telephone consumption bills, the loan is ubiquity. In American people’s mind, they are able to realize their wishes as long as they are working hard, so they have no hesitation in asking banks for loans to buy houses to improve their standards of living. If they have extra money, they choose consumption, to realize their own needs, to pursue the improvement in their standard of living instead of depositing money in banks. American people think that they would like to enjoy their lives even by loaning money from bank or making an installment.3.3 Frugality and EnjoymentWith frugal consumption conception people make maximum savings in consumption, reduce or even eliminate waste consumption. The economy has been the traditional virtue of Chinese nation since ancient times. Thrift is Chinese traditional consumption conception, also is the experience of Chinese traditional family. In China, many family disciplines emphasize that “frugality is the basic rule to manage a home”(Sun, 1995:48). For Chinese people, frugality is not only a consumption conception, but also a moral value. The characteristic can be reflected in Chinese daily life. For example, if things can’t work, most people usually go to repair and reuse them until those things cannot be mended. Today, online shopping is very popular; not only is it convenient, but also it is cheap. We think we should save as much as we can.Americans like to catch new things in order to be different. They get rid of old things quickly and without any considerations, because they think that it just wastes time to mend them.Americans who believe in individualism advocate that people should havea happy life, so they attach importance to the existing consumption andenjoy life in time. Of course, this is highly maintained throughself-striving. So many people work hard and earn earnestly, and then chaseconsumption and enjoyment (Sun, 1995:48).Americans like travelling; tourism has become a major industry in America. Even if they have not enough money, they will borrow money to travel.For most people in China it is an unacceptable thing. Chinese think travelling costs a lot, especially travelling aboard is a luxurious expense, which is not accord with our frugal consumption conception.3.4 Practicability and FormChinese pay more attention to the practical value of commodities because of the influence of frugal consumption conception. They do not care the form and package of goods, but emphasize the intrinsic and practical value of commodities. For example, when we want to buy something, we will consider not only the price, but also its practicability. We always think that bottled stuff is not economical, because we have to spend money on its packaging.Americans attach importance to form, lay stress on the aesthetic value of commodities; good packaging is important to them. Sometimes, the cost of packaging is much more than the quality. They think that if one thing has no good form or packaging, it may have no good quality, so the packaging has also become one of the factors that affect their consumption behavior.3.5 Collectivity and IndividualityTriandis (1995) defines collectivism as a social pattern that consists of individuals who see themselves as an integral part of one or more collectives, such as family and friends, and individualism as a social pattern that consists of individuals who see themselves as autonomous and independent of collectives (Lee, Kacen, 2008:266). China and America are the representative countries of collectivism and individualism.People from more collectivist societies are more likely to be motivatedby norms and duties imposed by the collective, to give priority to the goalsof the collective and to try to emphasize their connectedness to thecollective. People from more individualist cultures are more likely to bemotivated by their own preferences, needs, and rights, to give priorityto their personal goals and to emphasize their uniqueness and distinctionfrom others (Lee, Kacen, 2008:266).Chinese people put the collective interest first; the group’s benefit is more important than personal benefit. When the individual comes into conflict with the collective, people must neglect the individual. So people tend to followthe collectivity, and form a habit of seeking conformity. With the value of conformity, people almost consider the customs and social norms in their variety of consumption behaviors, such as eating, wearing and using, and strive to be consistent with the corresponding social class. For example, if many people buy one product, and then one will buy this kind of product without considering whether it is fit for him or not. We think we should have the things which others have. Besides, capper is a common phenomenon in Chinese markets, exactly because the conformity of the group interferes with the judgment of individual consumers (Wen, Shi, 2004:109).Individualism is a typical capitalist political culture and social philosophy, believing that individual value is the most important and emphasizing self control widely. The United States is a typical representative of individualism. The value of individualism is also reflected in consumption. Individual preferences are unique. Americans do not stick to one pattern, which fully emerge on their wearings. Most people want to be different from the rest, in order to achieve the desired result; they even choose fancy dress. In the United States, everyone is an independent individual, so they do not like what others like, such as family decoration, unlike Chinese, who always follow the same pattern (Sun, 1995:47). Consequently, if they have a chance, they will be fully showing their distinctive self.4 The Influences of Chinese and American Cultures on Consumption ConceptionAs we all know, different countries have different cultures, which influence human life in various aspects. Cultural differences are also reflected on consumption conception, and different cultures produce different consumption conceptions.4.1 The Influences of Geography on Consumption ConceptionThe geographical environment is essential to human living; it is the foundation of human development and the prerequisite for human social development as well. China and America have different geographical environments.China is located in the Northern Hemisphere, and belongs to the Eastern Hemisphere. It has a complex surrounding environment, remote location, and the relatively isolated position, resulting in the conservativeness and independence of the culture. Ancient China was a typical agricultural society. Chinese people had a deep sense of relying on the nature. They had no choice but to store up surplus grains for unexpected needs because of the instabilityand saltation of the climate. Chinese society has always been of self-sufficiency and Chinese people choose to store without hesitation. Gradually they form a conservative consumption conception.The United States lies in the central part of North America with its two youngest states: Alaska on the northwest tip of the continent and Hawaii in the central Pacifi c. It borders Canada on the north, and reaches south to Mexico and the Gulf of Mexico. The United States is in the North Temperate Zone, between 25 degrees north latitude to 49 degrees; most of the area is of a temperate and subtropical climate and it is rich in precipitation and groundwater which benefit the development of industrial and agricultural production (Xue, 2011:49). The United States is a land rich in natural resources. Some of these resources, such as water, iron ore, coal, oil, silver, and gold, are especially plentiful in the country. All these good conditions promote the development of America, so American people have no idea of frugality or depositing.4.2 The Influences of Social Development on Consumption ConceptionChina is a large agricultural country. The Chinese nation has vast plains and warm continental climate which is more suitable for the survival of the human, so they do not focus on external natural exploration. Self-sufficiency is kept in people’s mind deeply. They advocate a stable and peaceful life. China has the largest population in the world. Although the resources of China are abundant, they are quite short when they come to individuals. Besides, China’s social development was a history of being invaded which prevented people’s consumption level. In such environment, they insist that conservative consumption conception is the best choice for them.America is a nation of immigrants. American society has been enriched by the unique cultural influences and traditions that immigrants bring to this land (Wang, 2011:1). It has a short history of only 300 years, so it is a relatively young country. Americans do not advocate self-sufficiency; they dare to adventure and discover new things. The same is true in consumption. To a certain extent, the level of consumption depends on the level of development of social productivity. The occurrence of the Industrial Revolution laid the foundation for the improvement of people’s consumption level. During the First World War, American social wealth got a substantial growth in economy which laid a solid economic foundation for the improvement of people’s consumption level. America has become the sole superpower in the world. Under such circumstances, people do not have the conception of conservation and frugality, but the spirit to advance and adventure.4.3 The Influences of Values on Consumption ConceptionCultural values are widely held beliefs that affirm what is desirable. These values affect behavior through norms, which specify an acceptable range of responses to specific situations. A useful approach to understanding cultural variations in behavior is to understand the values embraced by different cultures (Hawkins,Best,Coney, 2003:44). There are numerous values that vary across cultures and affect consumption conception.Confucianism is the core of Chinese traditional culture. It is generally accepted that the seniority should be respected, and that the respected should be treated differently from inferiors. The cultural values can be boiled down to love, kindness, respect for authority and harmony. With the impact of Confucian culture thoughts, Chinese people’s consumption behaviors are based on conformity and seeking common ground with others. They are trying to get others’ identity and acceptations and more receptive to mass merchandise. Besides, Confucianism emphasizes the pursuit of the spiritual realm and moderation of personal desire is seen as a virtue, so Chinese people pay more attention to the practicability and durability of the commodity. To a certain extent, Confucianism restrains people’s ideology of egoism and hedonism, and emphasizes restraining one’s own greed and selfish desires, so Chinese are more collective in their orientation, and advocate collectivism. If the society values collective activity, consumers will turn to others for guidance in purchase decisions and will not respond favorably to individual desires.The United States is the epitome of Western culture, especially the ancient Greek and Roman culture, which regards humanism as the main spirit itself including the spirit of personal liberation, personal freedom, personal autonomy and self-independence. And unlike most other countries, America is primarily a nation of immigrants. The citizens or their ancestors immigrated from many parts of the globe; some are refugees, some adventurers and some captives (Wang, Zhu, 2005:156). Compared with blood relationship, they focus on their individual efforts; in addition, they desire for personal freedom and personal interest which makes Americans develop a self-centered value, individualism (Wang, 2005:75). It emphasizes personal independence, creativity and personal freedom. Besides, the Protestantism encouraged people to do their best to achieve the idea of self-improvement. Pursuit of material comfort is a classic example of American cultural values. Therefore, on consumption, unlike Chinese conform and conservative conceptions, Americans like buying novel and distinctive goods and having no sense of conformity.4.4 The Influences of Traditional Family Education on Consumption ConceptionFamily education is the process of family interaction in parental education, growth and development and is the important part of education. It is of great importance to the formation of children’s thought patterns and world outlook. For this reason, there exist differences in Chinese and American customers’behaviors or consumption conceptions because of the different family education. Under the influence of traditional values, in Chinese family education, parents always act as the authority and the ruler at the heart of family. In the eyes of parents, children will never grow up; parents can continue to teach children until many years after they grow up. Since childhood, Chinese people are educated that thrifty is honorable, waste is shameful and this concept is still in people’s mind. In addition, due to the impact of implicit Chinese traditional culture, Chinese families have difficulty in expressing love. Parents always ask their children to do or not to do something; this is the embodiment of parents’authority. Traditional Chinese family education regards docility and obedience as the criteria to evaluate a child’s stand or fall, which limits children’s creativity deeply. Therefore, people’s consumption conceptions are often closely related to the whole family’s activities, not just personal and isolated ones.American family is the primary laboratory for the forming of American personality. American family’s flux and transformations therefore reflect American people’s basic attitudes about authority, freedom, and individual expressiveness (Wang, 2011:). In an American family, individual is the foundation and has higher value. Parents pay more attention to the freedom and equality of their children. They respect children and their personal autonomy, giving them chances to make decisions by themselves, and encouraging them to solve difficulties on their own. Besides, parents leave their children independent time and space to imagine and create. Americans have developed a strong sense of independence and positive character since they were young; they dare to think and do, having the spirit of innovation. In America, when children are 18 years old, they will leave home to rent rooms to work and live alone. They do not depend on their parents. These entirely make Americans have the consumption conception of individuality and adventurism.4.5 The Influences of Entertainments on Consumption ConceptionIn America, entertainment industries are relatively developed based on its strong economic foundation, advanced production and perfect social welfaresystem. On the other hand, Americans pursue individualism and liberalism which is the foundation for them to uphold consumption. American culture emphasizes personal value and the pursuit of democracy and freedom, advocates development and competition. The pursuit of the personal individualism brings their all potentialities into full play. They are wild about party, popular music and adventure. With the development of entertainment industries, people prefer to use money to fully enjoy the present moment rather than deposit money in a bank. Different from Americans, Chinese advocate economy, attaching little importance to cultural entertainment expense and expense. For example, Americans like travelling even pay for it by installment. In China, travelling is regarded as a kind of basic accumulation expense, not a kind of regular expense. So most Chinese people think that they are working hard just for growing their wealth, not for the luxurious enjoyment. Instead of excessive consumption, they choose to save up for future consumption.5 Some Inspirations for Establishing a Correct Concept of ConsumptionDue to the different cultural background, there are some differences in customers’ behaviors or consumption concepts and both of Chinese and American consumption conceptions have their own advantages and disadvantages. We can’t say which is good or bad. The only thing we can do is to establish a correct concept of consumption according to our own actual conditions. There are three suggestions as follows:5.1 Living within Our Means and Moderate ConsumptionOn the one hand, consumers’consumption expenditures should be compatible with their own income, including current income levels and expectations of the future income which is directly related to people’s credit consumption. On the other hand, people should have the sense of positive and rational consumption within their own economic capacity, not controlling and limiting consumption. Otherwise, it will affect the quality of individual life on the one hand, and also affect the development of our social production on the other hand because the development of social productivity is driven by the consumption to a certain extent. In addition, our consumption culture can get a better development based on our moderate consumption.5.2 Avoiding Blind Obedience and Rational ConsumptionFirst and foremost, we should avoid blind obedience. Blind conformity is。