The Symbolic Interpretation Of Buying Bahavior Influenced By Consumer Culture

Symbolic value is the information value that is showed by merchandise. Aproduct is produced not only for using or exchanging but also for culturecommunicating. In different period products have their own features and standing.Once we regard products as the carrier of meaning and symbol, we buy them forboth their use and symbolic value.Consumer behavior and concept in China have a certain tendency to consumerism.Influenced by consumer culture, people pay more attention to symbolic value ofthe product and the intension meaning. The result of buying is the select thatconsidered both extension and intension of the product.During the period from birth to death, a product is interpreted by differentpeople, such as industrial designers, engineering designers,workers,addesigners,salesperson and users. Different people interpret differently. Ifcondition changed, the meaning of the product would change either. So it is notproposed to look any phase or any condition as the crucial factors that influencethe meaning of a product. Purchasing is the interpretation by consumers afterdesigners did that. Designers should know more about producing, marketing andconsumer buying behavior.We could learn a lot from the research of buying behavior: Industrial designshould pay attention to symbolic value of products;Industrial design shouldenhance the research about the whole process of buying;Industrial design shouldhave the idea of Product Identity System. As modern industrial designers, wemust have open views and be conscientious to the society. We should lead peopleto a positive and healthy way of consuming.