CAJ | 학술논문

通过购买具有符号象征功能的商品，来表达自我认同或者获得社会认同，已经成为解释消费者购买动机的重要路径，也是消费者行为学研究的前沿主题。文章系统回顾了认同对消费行为影响的西方相关文献，首先介绍了认同与符号消费的含义、消费认同理论的研究路径，然后从认同凸显、认同关联、认同威胁和认同冲突四个方面探讨了认同对消费行为的影响，最后探讨了未来研究方向。
통과구매구유부호상정공능적상품，래표체자아인동혹자획득사회인동，이경성위해석소비자구매동궤적중요로경，야시소비자행위학연구적전연주제。문장계통회고료인동대소비행위영향적서방상관문헌，수선개소료인동여부호소비적함의、소비인동이론적연구로경，연후종인동철현、인동관련、인동위협화인동충돌사개방면탐토료인동대소비행위적영향，최후탐토료미래연구방향。
It becomes an important way to explain consumer purchase motives by buying goods with the symbolic function to express self-identity or gain social identity,which is also the latest research topic of consumer behavior. The paper system?atically reviews the relevant western literature on the impact of identity on consumer behavior. First,it introduces the defini?tions of identity and symbol consumption, and the research path of consumer identity theory. Second, it discusses the im?pact of identity on consumer behavior from four aspects: identity salience, identity association, identity threat and identity conflict. Finally,it puts forward future research directions.