| Nowadays,the era of consumption 4.0 has arrived quietly,people's consumption of a commodity in the new consumption era has not only been limited to its own use value and exchange value,but also turned to the pursuit of the symbolic value behind it.People write their identity through consumption-a kind of identity shown by clothing brands,skin care products,consumption places,etc.Symbolic consumption has become a kind of "self-expression" for consumers,or consumption to reflect "self-image",which also includes the "show-off" factor.Nowadays,the wave of globalized brands is sweeping in,and a series of international brands such as Chanel,lv,lululemon and so on are completing their symbolic construction in the Chinese market,stimulating consumers to create the idea of social comparison and showing off,and start to buy non-essential goods at high prices or buy goods with the same quality and function but at higher prices,which is what Van Buren called conspicuous consumption.The wave of globalization has drawn people into the workings of this symbolic consumption,and the leap in the hierarchy of life and consumption levels is measured through conspicuous consumption.And in the development of the Internet,digital economy,the growth of female user groups and other dividends,female consumers have become the main force of purchase in the era of consumption 4.0,and the female market has become a new economic breakthrough and growth point for many brands.Therefore,based on the phenomenon of international brand lululemon taking the Chinese market by storm,this study digs into the marketing logic behind it,takes symbolic value perception as the starting point of the study,links women's selfconcept with product consistency,and systematically analyzes women's show-off consumption behavior,and explains women's show-off consumption behavior through the constructed symbolic value combination of reputation,status,taste,and personality.Also,due to women's higher concern for body image,this study will also explore the influence of emotional variables on consumption behavior based on self-expression theory in conjunction with the social body anxiety.The main purpose is to uncover the marketing strategies of international brands,so as to provide suggestions for local brands to go upscale and increase their market share.The following conclusions were drawn from an overview of the closed-loop study:(1)The combination of symbolic values such as reputation,status,taste,and personality,perceived by female consumers has a facilitating effect on their bragging consumption behavior.Both perceived symbolic values of the social and personal levels significantly influence female consumers' bragging consumption behavior,with the regression coefficient of the significance of taste among the symbolic values being higher than the other three dimensions.(2)Self-concept congruence positively influences women's conspicuous consumption behavior,with ideal self-congruence having a more significant effect than true self congruence.(3)Women's self-concept congruence mediates the effect of symbolic value perception and conspicuous consumption behavior.(4)Social physical anxiety plays an inverse moderating role in authentic selfconsistency and conspicuous consumption behavior.Research shows that women's consumption has risen from the usability of physical goods to the level of symbolic value,and the meaning brought by symbols such as reputation,status,taste and personality is increasingly attractive to them.This is because they are willing to pay for their own perceived symbolic value,i.e.,the symbolic value of goods is a sign of difference.Therefore,this paper also proposes marketing suggestions for local brands based on the above research findings and lululemon's marketing research in China,which has certain theoretical and practical significance. |
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