A Study Of Consumption Choice Of Copycat Goods Or Not From The Perspective Of Interpretive Sociology

Consumption is important to the national economy and the people's livelihood,as well as the global economy.The rule also applies to China.At present,on the turn of the economic changes,consumption upgrading is an inevitable outcome of the times.However,the consumption pattern of copycat has become a great hidden danger to the development.In addition,luxury consumption and excessive consumption have been seen as unhealthy consumption concepts for a long period.But,if I take the needs of social contact and career into consideration,such consumption values can be justified,as well.Thus,from the perspective of Interpretive Sociology,I use these three research methods including intensive interviews,comparative study and interpretive understanding to delve into the luxury consumption of 50 white-collar workers in Beijing in the post-80 s and 90 s.By comparing several consumption choices between copycat and genuine article,I penetrate the phenomena to explore what factors have played big roles in the process of consumption choices.The choices are more complex and diverse than they appear from different perspectives.From the perspective of consumers,the copycat can be a choice and not a deceptive one.That is because its greatest competitive advantage of low cost has shown essence to the consumers.Hence,copycat goods or not can be significative and rational to types of consumers.Furthermore,rationality is a meaningful concept.It not only refers to the affordability,but also has relations with taste,life-style and other spiritual needs.Therefore,the best way to approach white-collar workers and study their consumption is to use the method of understanding.To visualize the complex topic,I take the diamond ring as the exemplary case of luxury goods.I have a better understanding of the copycat phenomenon after specific analysis and integration.In particular,I focus on the two typical copycat consumption patterns in the world of diamond ring and make three recommendations to help the copycat dilemma.One is cooperative manufacturing,another is opponent and the other is industrial upgrading.My first task in the stage is the research review of theory and empiricism in the Sociology of consumption,which is indispensable.Then I represent the different consumption choices from the outward manifestation and pay attention to the marketing channels,on the basis of which consumption choices have been further discussed.Afterwards,I turn to the inner aspect to study the theme.With the help of rich intensive interviews' s information,I have finished a careful analysis on the impact factors.Moreover,I have made a comprehensive analysis from the outside tothe inside,and emphasized the "face",the space of social contact and the space of privacy from consumers' viewpoint.Consequently,the consumptive rationality can bediscussed in depth,and two typical copycat consumption patterns have beencontrasted in the case of diamond ring.So I can rethink the problem of "what" and "why"."What" is the essence of copycat consumption."Why" is the pursuit of purchasing motivation.When these questions become easier,I appreciate the rich content of copycat,and finally draw a conclusion of binary copycat consumption patterns.