發(fā)布時間：2024-09-17 14:20

　　在中國,星巴克咖啡越來越受年輕人的歡迎。星巴克門店作為消費和社交場所,在人們的日常生活中也發(fā)揮著越來越重要的作用。消費者習慣于將星巴克與高品質的咖啡豆、顧客私人定制的咖啡、充滿異國情調的咖啡店、甚至墨綠色的雙尾美人魚商標聯想到一起。然而,這些文化符號所引起的身份認同的混亂和消費觀的異化已經成為當今社會值得關注的現象。本文借助鮑德里亞提出的符號消費理論,重點分析兩個問題:一是星巴克消費符號對消費者產生了何種影響,二是星巴克的消費符號如何引發(fā)消費者的購買行為。首先,本文通過問卷調查和觀察法兩種方法調查星巴克消費符號對消費者可能產生的影響。問卷主要從自我認同和群體認同兩個維度出發(fā)來驗證星巴克的消費符號是否對消費者的心理感受和社交生活產生了影響。觀察法采用敘述性描述和圖片輔助的方式對星巴克代表性的文化符號進行觀察和分析。其次,文章重點闡釋了星巴克對其商品從編碼到引發(fā)購買行為的過程。星巴克先通過符號能指與所指的任意關系,把抽象的文化概念變成商品的自然屬性,使得其商品成為文化符號。再通過廣告、門店布局等方式創(chuàng)造的仿真世界,加強商品的符號價值,使得其代表的文化內涵為大多數人接受并認同。繼而,當潛在的消...

【文章頁數】：82 頁

【學位級別】：碩士

【文章目錄】：
Acknowledgements
中文摘要
Abstract
Chapter 1 Introduction
    1.1 Research Background
    1.2 Research Objectives and Significance
    1.3 Research Framework
Chapter 2 Literature Review
    2.1 A Brief Review of Studies on Consumption Symbols
        2.1.1 Studies on Consumption Symbols in China
        2.1.2 Studies on Consumption Symbols Abroad
    2.2 A Brief Review of Studies on Starbucks
Chapter 3 Theoretical Framework
    3.1 Basic Concepts
        3.1.1 Sign
        3.1.2 Consumption Symbols
        3.1.3 Symbolic Consumption
    3.2 Symbolic Consumption Theory
        3.2.1 Coding of Commodities
        3.2.2 Construction of a Simulated World
        3.2.3 Different Forms of Identity in the Consumer Society
        3.2.4 Building of Social Strata
Chapter 4 Research Design
    4.1 Research Questions
    4.2 Subjects
    4.3 Dimensions
    4.4 Research Methods
    4.5 Pilot Study
Chapter 5 Analysis of Starbucks’ Consumption Symbols
    5.1 Coding of Commodities at Starbucks
        5.1.1 Customized Coffee
        5.1.2 Unfaithful Solicitude
        5.1.3 Alienated Leisure
    5.2 Simulational Culture Created by Starbucks
        5.2.1 Pseudo-events Reworked by Advertising
        5.2.2 Glass Walls Adopted by Starbucks Stores
    5.3 Consumer Identity Based on Starbucks
    5.4 Miniature of Social Structure at Starbucks
Chapter 6 Implications in Cultivating a Reasonable View of Consumption
    6.1 Avoidance of Building Identity on Consumption Symbols
        6.1.1 Critical Attitude towards the Pursuit of Differences
        6.1.2 Adequate Understanding of Four Consumer Identity Frames
        6.1.3 Actions Taken in Daily Routine
    6.2 A Clear Distinction between True and False Needs
        6.2.1 The Connotation of False Needs
        6.2.2 The Promotion of False Needs
        6.2.3 Measures Taken in Daily Life
    6.3 The Elimination of Reified Consciousness
        6.3.1 The Division of Labor
        6.3.2 Reified Consciousness Caused by Reification
        6.3.3 Steps Taken in Everyday Life
Chapter 7 Conclusion
    7.1 Major Findings
    7.2 Limitations of the Study
    7.3 Follow-up Research Recommendation
References
Appendix 1 星巴克消費研究的調查問卷
Appendix 2 Reliability Report
作者簡歷及在學期間所取得的科研成果
附表



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