Research On Influence Of Tourists' Conspicuous Consumption Psychology On Network Information Sharing Behavior In The "We Media" Era

At present,China is in a social and economic transition period.Along with the development of productivity and the improvement of people's living standards,conspicuous consumption has become an increasingly common phenomenon,gradually permeating into people's lives and flooding with the fields of social consumption,especially to the tourism consumtion filed that meets people's high-level needs.Since the development of “We Media”,it has further broken the flaws in the display of non-physical forms of leisure life and created conditions for people to spread the signal of conspicuous tourism consumption.And making people to share their tourism consumption information,such as trips,locations,foods,hotels,sight spots,to the network has become a widespread social phenomenon.Based on this,under the background of “we media” era and the conspicuous consumption theory,from the perspective of consumer psychology and consumer behavior,this paper discusses the relationship between the tourists' conspicuous consumer psychology and its network information sharing behavior and displays the performance and differences of tourists with different characteristics in conspicuous consumer psychology and their network information sharing behavior.This is of great significance for enriching related theories and guiding marketing practices.This research uses the methods of literature research,interviews,questionnaires and mathematical statistics analysis.Through theoretical discussions and empirical research,this paper gets the following conclusions: 1.Reinterpretation of the concept of conspicuous consumption and its characteristics,such as symbolically,competitiveness,spectacle and subjectivity.2.Argues that tourism consumption has the characterisctics of conspicuous,and conspicuous tourism consumption in the contemporary society is reasonable,universal and conforming to the development of the times.3.Establishment that tourists' conspicuous consumer psychology is a three-dimensional and five-factor construct composed of social comparisons(comparative attitudes,comparative contents),self-presentation and identity(individual identity,group identity).4.Verified that comparative content,self-presentation,individual identity,group identity positively influences the network information sharing behavior.Partitial validation that demographic characteristics significantly affects tourists' conspicuous consumer psychology.Partitial validation that the types of tourists significantly influence tourists' conspicuous consumer psychology.Verified that the types of tourists significantly influence the network information sharing behavior.5.Found that tourists prefer to sharing information after or in tourism consumption activitities,prefer to sharing information on the WeChat,QQ space and microblogging,prefer to sharing pictures and texts,followed by video,location,usually sharing with the form of a combination,prefer to sharing information about sight spots and food,followed by emotional journeys,entertainment activities,hotel accommodations,again with souvenirs,transportation methods,travel tips and finally are tourist equipment and travel promotions,prefer to sharing positive content.6.According to the conclusions of study,proposed corresponding marketing suggestions.At present,scholars have paid little attention to the conspicuous consumption phenomenon in the tourism field.This paper based on the conspicuous consumer psychology,discusses the psychological motivations and behaviors of tourist' network information sharing,and based on reality and existing theories,reinterpretation of the concept of conspicuous consumption,its characteristics and dimensions,argues that tourism consumption has the characterisctics of conspicuous,compiles the tourist conspicuous consumer psychology scale.It has a certain degree of innovation in the selection of idea,research perspective and research content,and is conducive to promoting the enrichment and development of conspicuous consumption theory in the tourism field.