Research On The Consumption Behavior Of New Consumption Concept Under The New Consumption Era

With the change of the times,the major contradictions in our society have changed greatly.The contradiction between the people's growing need for a better life and the insufficient imbalance of development determines that the economic development of our country has new characteristics of the times and new requirements.Significant changes have taken place in consumption patterns and consumption structures,resulting in corresponding changes in the direction,ideas and concepts of consumption development.Consumption,as one of the necessary means for people's living needs,needs to be changed to adapt to the main social contradictions.As pointed out in the report of the Nineteenth National Congress,"China's economy has entered a new normal,is changing to a stage of high-quality development,and the economic development is in a critical period".A series of changes have taken place in the mode of economic development,the structure of transformation and the new driving force of economic growth.Building a modern economic system is a new measure for the strategic objectives of China's development.Modernized technologies such as artificial intelligence,big data and Internet of Things are merging with real economy,leading the rapid development of new fields such as big data precision marketing,modern supply chain,and forming new growth momentum.After entering the consumer society,the consumer subject is not an isolated individual,but a social person behind various complex social relations.The social subject will be influenced by the consumption concept and produce a series of consumption behavior,and the consumption concept is closely related to the consumption mode,consumption structure and consumption environment.In the new era,there will be a new concept of consumption,which is different from the previous period,in the new situation to meet people's growing needs of a better life.This paper elaborates the background and definition of the new consumption era,studies the formation of new consumption concepts in the new consumption era,and explores the impact of new consumption concepts on consumer motivation and consumer behavior.Under the new consumption concept environment,consumers' recognition of the new consumption concept will lead to the change of consumers' personality traits and the corresponding consumption motivation.Based on this,this paper reviews the theory of consumer purchasing behavior.Based on VMBBI model and Kotler-Keller model,this paper constructs a new consumption concept decision-making model,that is,new consumption concept-consumer motivation-consumer behavior,and incorporates consumer personality traits into the decision-making model.Based on the paradigm of empirical research,the measurement indicators of new consumption concept,consumer personality traits,consumer motivation,consumer behavior and other concepts are constructed.Based on the analysis of sample data,this paper validates the influence of new consumption concept on consumer motivation,the influence of consumer personality traits on consumer motivation and the influence of consumer motivation on consumer behavior.At the same time,it also explores that consumption concept influences consumer motivation through consumer personality traits as intermediary variable,that is,when consumers identify with the production of consumption concept,consumption Ideas in turn change personality traits.This study extends the theory of consumer buying behavior,provides a new perspective,and brings new ideas for enterprise marketing.