消费行为的意义建构模型及主客观诠释比较：一项质性研究

›› 2018, Vol. 30 ›› Issue (11): 108-118.

消费行为的意义建构模型及主客观诠释比较：一项质性研究

李倩倩¹, 薛求知²

1. 上海大学管理学院, 上海 200444;
2. 复旦大学管理学院, 上海 200433

收稿日期:2016-08-29 出版日期:2018-11-28 发布日期:2018-11-22
作者简介:李倩倩,上海大学管理学院讲师,硕士生导师,博士;薛求知,复旦大学管理学院教授,博士生导师,博士。
基金资助:
国家自然科学基金项目（71402091）；教育部人文社会科学研究一般项目（14YJC630066）；上海市哲学社会科学规划课题（2013EGL007）。

Consumption Sense-making Model and Subjective and Objective Interpretation Comparison: A Qualitative Study

Li Qianqian¹, Xue Qiuzhi²

1. School of Management, Shanghai University, Shanghai 200444;
2. School of Management, Fudan University, Shanghai 200433

Received:2016-08-29 Online:2018-11-28 Published:2018-11-22

摘要/Abstract

摘要：

消费行为的意义正超越产品和品牌价值，而更多折射出社会文化和群体价值观，其内在机理值得一探。本文介绍了变革消费者研究（transformative consumer research，TCR），在价值、理性和意义的理论基础上，以iPhone消费为典型，采用意义建构和意义诠释的理论观点，运用经典扎根理论的数据分析方法对收集的网络数据完成质性研究的三级诠释，得出了iPhone消费行为的意义建构模型，并比较了主客观诠释的异同。研究显示，中国消费者iPhone消费受功能价值和社会价值两类价值考量的影响，而外部影响和个人因素则影响到价值的意义建构。同时，除“群体导向”外，对其他因素的意义建构存在主客观诠释差异。研究还对理论和实践启示以及未来研究方向做了讨论。

关键词: 消费行为, 意义建构, 诠释, 质性研究

Abstract:

The meaning of consumption has surpassed the product and brand values, and reflects social culture and group values. This study introduces Transformative Consumer Research (TCR) and conducts a qualitative research based on the theories of value, rationality and meanings, with iPhone consumption as a typical case. Following the key steps of grounded theory method, it constructs a theoretical model of Sense-making in iPhone consumption behaviors and compares the subjective and objective interpretation for such behaviors. The findings show that consideration of functional value and signal value influences the consumption behavior, and external factors and individual factors influence the sense-making of such values. Besides, there exists inconsistency between subjective and objective interpretation. The paper also discusses theoretical and practical implications, and orientation for further researches.

Key words: consumption behavior, sense-making, interpretation, qualitative study

李倩倩, 薛求知. 消费行为的意义建构模型及主客观诠释比较：一项质性研究[J]. , 2018, 30(11): 108-118.

Li Qianqian, Xue Qiuzhi. Consumption Sense-making Model and Subjective and Objective Interpretation Comparison: A Qualitative Study[J]. , 2018, 30(11): 108-118.

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