Professional Women Clothing Symbolic Consumer Behavior Research

Our society has become a consumer society with the material products enriched and material life level improved continuously, Meanwhile,consumption has not only in order to satisfy people's material need in the traditional,more is a self expression way and a process which is full of symbols and symbolism, consumers are pursuit symbol value that can reflect identity, personality, taste, emotional and spiritual in the process, in order to express their personality and sociality.This study takes this as background,in the perspective of the theory of symbol consumption, with professional women as the research object, discussing their clothing symbol consumption behavior from clothing symbols value' s four expressive way (apparel brands, clothing advertising, clothing appearance design and fashion), analyzing the professional women's clothing symbol consumption consciousness.The process of symbol consumption may be regarded as a process that "shows with" and "show different" coexistence, psychology factors accounted for larger proportion,so this study analyzed the professional women' s clothing symbol consumption mode from personality consumption, common consumption, rational consumption.Market economy and other factors lead to different income between professional women.Internal differences such as age,education and career may cause differences of clothing symbol consumption consciousness and the way.This study summarized the difference characteristics of professional women' s clothing symbol consumption behavior after analysed the data.People use the symbol consumption to distinguish social status in the theory of symbol consumption is not outstanding in the investigating site. Professional women' s clothing symbol consumption is a behavior that imitating,pursuiting individual character, expressing and venting their emotional.At last,analyzed the motivation of professional women' s clothing symbol consumption from professional women themselves,social environment and cultural environment three aspects.