The Asian Dimension Reflection of Hofstede’s Cultural Theory—Based on the Consumption Cognitive Characteristics of Chinese Post-90s College Students

This article is based on Hofstede’s cultural theory, taking the post-90s college students as the research object, and through a small-scale survey method, uses the cultural conflicts of the post-90s college students’ cognition of “frugality” and “consumption” to explore the characteristics of their consumption outlook. The consumption behavior of post-90s college students presents a diversified structure, lacks planning, and has short-term orientation tendencies such as light luxury and impulsive consumption. At the same time, it displays an obvious living within its means and a wait-and-see attitude towards advanced consumption, focusing on the long-term orientation of its own investment in the future. The Confucian cultural characteristics of the contradictory but complementary consumption outlook of college students born in the 1990s provide Hofstede with a new perspective beyond the long-term and short-term dualistic orientation.