【摘要】 青年学生汉服消费群体可分为三种符号类型：文化型消费者认为汉服代表传统文化；交友型消费者认为汉服是交友的媒介；炫耀型消费者认为汉服是时尚的展现。身份认同的差异导致了三种类型的汉服消费实践。文化型消费者认同民族身份，消费实践中有自信与反抗体验；交友型消费者认同同辈身份，消费实践中包含理性与盲从体验；炫耀型消费者认同个体身份，消费实践中充斥区分与焦虑体验。消费教育应对不同类型汉服消费者分类施教，引导“汉服热”正向发展。更多还原

【Abstract】 Young student Hanfu consumer groups can be divided into three symbol types: culture-oriented consumers think that Hanfu represents traditional culture; Friends-oriented consumers think that Hanfu is a medium for making friends; Show-off consumers see Hanfu as an expression of fashion.The differences in identity lead to three types of Hanfu consumption practices.Culture-oriented consumers identify with national identity and there is self-confidence and rebellion experience in their consumption practice; friendship-oriented consumers identify with peers and there is rationality and blind obedience in their consumption practice; Show-off consumers identify with individual identity and experience distinction and anxiety in their consumption practices.Consumer education should provide classified education to different types of Hanfu consumers to guide the positive development of "Hanfu fever".更多还原