【摘要】 随着中国经济的快速发展,炫耀性消费正日益成为备受关注的社会现象。但发端于经济学领域的炫耀性消费理论在营销学领域的研究却相对不足。本文在对国内外学者关于炫耀性消费的营销理论成果进行系统梳理的基础上,初步厘清了炫耀性消费的概念内涵,比较并分析了西方和中国消费者炫耀性消费的心理动机,并阐述了营销学领域研究炫耀性消费的重要意义和未来主要研究方向。更多还原

【Abstract】 With the rapid growth of Chinese economy,conspicuous consumption is becoming an increasingly compelling social phenomenon.But research on conspicuous consumption theory in the field of marketing is relatively insufficient,which originates from the field of economics.Based on a systematic organizing of domestic and foreign scholars’ theoretical fruits of the research on conspicuous consumption in the field of marketing,the article primarily clarifies the concept and meaning of conspicuous consumption,compares and analyzes the occidental and Chinese consumers’ psychological motivation on conspicuous consumption,presents the significance of research in the field of marketing,and points out the future research orientation.更多还原