Network Virtual Consumption And Consumer Self-identity

Based on the previous literature, this thesis firstly theoretically analyzed virtual consumption and consumer self-identity issue:On the one hand, the thesis straightened out and summed up various viewpoints and theories of self and identity in philosophy, psychology and sociology, combining the characteristics of virtual society, pointed out the inapplicability of these traditional theories in cyberspace. And draw on the social constructionist perspective and the self-identity theory of Giddens, proposed the new perspectives of the self-identity in cyberspace or virtual society. On the other hand, this thesis introduced and analyzed the market overview, definition, classification and value of virtual commodity. And then, using the theory of consumption society, analyzed the sign value of virtual commodity and its role in the virtual identity construction and its influence on self-identity.On the basis of theoretical analysis, this thesis used qualitative research methods including one on one interviews, focus group interviews and case studies to verify and supplement the theoretical analysis and then proposed a theoretical mode. At the end of the thesis, the forecast of virtual commodity market and the suggestion to the construction of harmonious self were given. The primary viewpoints expressed in this thesis include (but are not limited to) the following:1. 1st, Self is not isolated, it is formed during the interaction with others reflectively, was influenced by the groups and social factors; 2nd, Self is not essential, the process of self-identity formation is not a passive cognitive process, but a continuously initiative building process; 3rd, Self-identity is not single and unified, different self may be expressed in different contexts; 4th, Self-identity is not identical and stable, it will be changed according to the change of time, environment, and the self-construction process.2. Similar to the role of merchandise in the personal identity construction in consumption society, virtual commodity also play an important role in the construction of virtual identity with its differentiated symbolic significance and will influence self-identity in real world. Although the domestic virtual commodity market is still not mature, the economic value and social significance of virtual product have become increasingly prominent.3. The construction of self-identity through virtual consumption can be divided into two ways:1st, Construct virtual self-image using virtual commodity, and thus influence self-identity in real society; 2nd, Construct virtual status using virtual commodity, and thus influence self-identity in real society.4. The results of the effect of virtual consumption on self-identity can be divided into four quadrants using two dimensions:linkage degree of reality and the virtual and the nature of influence (benefit/harm). And this result was affected by four factors:the gap within virtual self, real self and ideal self; personal consumption values; nature of the virtual community as well as the virtual product; personal characteristics of the consumers.