Sociological Analysis On After 90’s White-collar Female Conspicuous Consumption

With the rapid development of Chinese economy, people’s livelihood and material level has been greatly improved. People began to have a different consumer needs. Consumption is no longer simply stay in the basic survival needs, people began to focus on the implementation and the social value of self-worth and gradually, and tried to use the different consumption patterns to divide their group classes. Today, this consumption is a conspicuous consumption which is focus on show off to others. Conspicuous consumption behavior is both an economic and a social behavior. This behavior if not be properly guided, it will have an impact on society. Today, the white-collar family superior conditions and stable income provides objective conditions for their conspicuous consumption. By the influence of Western consumer culture, conspicuous consumption has become popular among young professionals. With the change of social structure, white-collar workers are being gradually occupied by after 90’s. According to the 2015 Chongqing Municipal 1% population sample survey main data bullet, Chongqing resident population is 3016.5 million, women population is 1490.78 million. In this city, the population of 18-25 years old is 384.7 million people. The number of women college graduates who has participated in the work is 932,500. Due to work and family background factors, after 90’s white-collar women buy goods not only for the actual value of goods, but pay more attention on display and show off factors, such as personality, identity, status and so on.For this problem, economics, sociology experts have carried out different levels of exploration and research, but the in-depth study of this problem is still relatively scarce, especially on the issue of white-collar consumption and the aspects of conspicuous consumption correctly guide. Based on current research status of this study, taking the Chongqing after 90’s white-collar women as the research object. Taking the economic sociological theory of conspicuous consumption as the breakthrough point. After organize a vast amount of literature and questionnaire surveys, combined with qualitative and quantitative research methods, analyze the conspicuous consumption of Chongqing after 90’s white-collar female. This study is trying to find out the contemporary of after 90’s white-collar female features in the field of conspicuous consumption, and try to make relevant recommendations to guide the consumption of after 90’s white-collar female.This study is divided into five parts: the first part is the proposed issue. Proposed the problem with the realistic background. The second part is the literature review. Mainly elaborated the research of concept on conspicuous consumption and white-collar women. Reviewed the research of conspicuous consumption in the field of economics, sociology areas. Pointed out the lack of analysis of the implications of current research. This study described the theoretical and practical significance. The third part is the study design, introduced the major factors of this study, such as study subject, content, purpose and methods of questionnaires and in-depth interview details. The fourth part is research analysis. Mainly combined with the recovery of data, analyze the status and extent of after 90’s white-collar women in conspicuous consumption. Combined with consumer motivations, factors and depth interviews, analyze the influencing conspicuous consumption factors of Chongqing after 90’s white-collar ladies by the analysis of sociology. Make relevant recommendations to guide the consumption of after 90’s white-collar ladies. The fifth part is summary and outlook. Including the summary and the results of the entire study.