Cross-border Shopping:Consumer Practice And Experience In The Contex Of Globalization Consumption

In recent years,the continuous warming of cross-border shopping has become a prominent public issues,especially in the case of insufficient domestic consumption,overseas high consumption led to the academic community on this issue of sustained attention.In this paper,based on the previous studies,the author sums up the explanatory path of the consumption system,the consumption space and the consumption culture,establishes the analysis frame of this article,and through the deep investigation,from the system level and the individual level,Explores the constraints and factors behind the rise and development of cross-border shopping,and the changes of domestic consumers under the context of globalization consumption.Through the study we found that,along with the relaxation of outbound tourism policies and the growth of online shopping platform,cross-border shopping is attracting more and more people,as their daily life indispensable consumer activities.In the process of rapid development of cross-border shopping,the state's institutional environment has played an important role in fueling.For a long time,China's export-oriented development strategy has led to the dislocation of domestic consumption demand.At the same time,in the process of China's market transformation,the lack of social trust caused by many consumer safety events become into a psychological shadow of people.Thus,the institutional factors through the formal system and informal system forced domestic consumers to foreign markets.After this,the article discussed the current cross-border shopping process of consumer practice in three aspects.Respectively,from the calculation of consumers,to avoid the risk of consumer choices and sharing of shopping experience.The article points out that under the situation of consumption globalization,the consumption choice of the people has changed from the stage of accepting the system to the stage of independent choice.Using the difference of consumption environment both inside and outside,the consumers have avoid the high price and high risk under the domestic institutional environment.at the same time,also opened up the road to free choice.In the course of the study of the consumer experience,this article also found that along with the cross-border shopping model has become the daily life of ordinary people,the original luxury consumer demand has begun to change,consumers are not pure pursuit the price difference of internal and external commodities,they are more concerned about the fun of consumption and romantic experience.At the same time,people's consumption level also experienced from not picky to picky,from the public to the minority,from luxury to the comfort.In this process of change,we found that cross-border shopping reflected that consumers have not been satisfied demands are usually no longer the value of those things,but an abstract civilizationTo sum up,this paper argues that the study of cross-border shopping should go deep into the process of social transformation,to explore the contradictions between domestic market and consumer demand,especially in the context of insufficient domestic demand.Faced with how to deal with the domestic residents of the consumer upgrade,to restore the huge loss of overseas consumption and other issues,we should pay attention to the practice of consumers' own logic and consumer experience changes.