The Sociological Analysis Of "After 80" Consumering Alienation

" After 80" the term originally refers to the domestic literary 1980 a youngwriter born in 1989. Later, " after 80 " the gradual extension of the concept expanded to players born in the 1980s and artists, and then extended to other areas, eventually be used to refer to the entire group of people born in the 1980s. Sense, corresponds to the generation of the first "only child generation"that the late 20th century 70 promoting family planning policy in the generation born between years. From a sociological point of view, the people of this age group has certain characteristics, they are called "New Human" is largely dependent on their consumption values, and many variables, trendy, easy to produce convergence Tendency.Consumer behavior, from an economic point of view, is "consumer goods from purchase to consumption of the whole process of inner life and manners, including the formation of motivation needs, share preparation, purchasing decisions, buying behavior, and consumer objects of the possession and use of effects and a series of consumer behavior process. "Oriented sociology as economics, consumer behavior is not only targeting the consumer role as a subject variable, they will be spending as consumers in the process of social relations in the real life people to study the role of consumption not only on the economy Contribution to the huge and modern consumer behavior is increasingly becoming the protagonist of social and cultural life.With China's rapid economic development, people's living standards improved rapidly, "after 80"spending more and more alienated behavior of the parties concerned, in which the impact of consumer attitudes, they attached particular importance to material consumption, often through Possession or consumption of excessive material means to meet their spiritual needs. Through the physical and material consumption to achieve the psychological satisfaction, as an act of showing off, others are easy to imitate. This show of a symbol of identity and status, it is very easy to cause other people's comparisons.On "after 80" consumer behavior research alienation has profound practical significance. The actual situation in our country in recent years, some people's unbridled consumption, extravagant endless pursuit of material comfort and entertainment as the greatest significance in life. This spread of consumer culture, not only changing people's long-term accumulated high moral values, but also gives many people the level of consumption as a measure of people's expensive and cheap, honor and disgrace measure of value. Its existence has been on China's market economy and the spiritual civilization had a greater negative effect. So, how to break this culture of alienation from the consumption patterns of alienation towards green consumption and sustainable consumption, to achieve comprehensive human development and the harmonious coexistence between man and nature, has become the era before us a serious issue. Therefore, the alienation consumer behavior characteristics of the internal logic and external behavior of the study revealed that consumers living world where the way of life, this way of life affects not only the moment of their lives, but also affect the entire economy industrial and consumer society. Summary of this way of life, not only on consumer behavior and consumer motivation alienation given proper guidance, but also conducive to mass culture industry, and public welfare and prosperity of economic and social development in China.There are three theoretical perspectives consumer research, consumer production, consumption and the way consumer culture. Consumer advocates in the post and paste it and "after 80 " the chat users, we can see, the contemporary "after 80" of consumer behavior are mostly blind, invalid, irrational. Although their consumption behavior is a kind of autonomous practice, but this autonomy is a question mark on the fight, they form such a self-neglect of attention to the content, is passive, is a symbol-based activities. They give the sign consumer products more meaning, symbolic function.From the sociological point of view of consumer behavior consumer alienation in the form of a new study, based on the contemporary "after 80" of consumer behavior, combined with alienation theory, analysis of their underlying characteristics of consumer alienation and the reasons behind to guide them correctly reasonable and healthy consumption. Consumer alienation acts as a practical activity, and other consumer behavior with different characteristics. With the advancement of technology and social development, consumer alienation of more and more attention and more attention, for research in this area also have more social significance.