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Article
Author(s)
WANG Junhong, LI Qinxin
Full-Text PDF XML 587 Views
DOI:10.17265/2328-2177/2021.03.004
Affiliation(s)
University of Shanghai for Science and Technology, Shanghai, China
ABSTRACT
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.
KEYWORDS
Hofstede cultural theory, post-90s, consumption, thrift, Confucian culture
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