中国消费者非理性消费心理对消费行为的影响研究-AtlantisPress.PDF

2nd Annual International Conference on Social Science and Contemporary Humanity Development (SSCHD 2016) Studies on the Influence of Chinese Consumer’s Irrational Consumer Psychology on Their Consuming Behavior Hai-Xia ZHANG 1Management Faculty of Harbin Finance University, Harbin, PR China azhanghaixiagg@163.com Keywords: Irrational consumption, Conspicuous consumption, “Keeping up with the Joneses” consumption, Impulsive consumption Abstract: As China is in the transitional period under the historical background currently, there is a great change in Chinese’s consumption level and consumption structure, which leads to some problematic consuming behavior in Chinese consumer market. The problematic behavior manifests as some irrational consuming behaviors and these consumption characteristics show an evident increasing trend. Aiming at these characteristics, this paper puts forward a series of thinking for reducing irrational consumption such as purifying social environment and constructing a harmonious consumption environment, advocating civilized consumption concept and strengthening consumption moral construction, guiding and standardizing consuming behavior. With the deepening of reform and opening up, China has realized all-round social transformation and the people’s material and cultural life has turned around completely. Contemporary China has already been characterized with a consumer society in many respects. People’s consumer psychology, consumption structure, consumption concept and consu