论中美文化差异对消费行为的影响
议论文西方消费观念-中西方消费观念差异
议论文西方消费观念:中西方消费观念差异近年来,受以美国为代表的西方消费主义的生活方式的影响,我国居民不论收入水平的高低对收入越高,消费的商品越多。
接下来小编为你带来议论文西方消费观念，希望对你有帮助。
议论文西方消费观念篇1中国人崇尚勤俭持家，量入为出，习惯于存款消费。
而西方人尤其是美国人则主张超前消费，习惯于贷款去享受生活。
有这样一个故事，讲的是一个中国老太太和一个美国老太太在天堂相遇，谈起了各自在人间的一生。
美国老太太到银行贷款买房，住了30年，最后贷款也还清了，并享受了一辈子的快乐生活。
中国老太太在年轻时，他母亲去世了，为他留下了刚买的房子，让她享受了30年;最后，她也为自己的女儿留下了一套新房。
听完了这个故事，我们应该能够大概了解中美消费观念里体现的文化差异，以及与此相关的社会伦理和社会价值观念等方面的差异。
美国老太太贷款住上了新房，舒舒服服地生活了一辈子;中国老太太也有自己的新房住，也能享受人生，不过住的是她母亲的房子。
从这个故事中可以看出美国人是自己享受生活，自己管自己，认为儿孙自有儿孙福而中国人崇尚的前人载树，后人乘凉，非常关心自己下一代的幸福生活。
造成这种差异的原因是多方面的。
因为从古自今，美国人相信上帝，认为他会给每个人赐福，所以美国人崇尚公平，认为自己的事情自己去做，不要想有别人的帮助;而中国人尊住祖，认为是祖先给子孙赐福，是祖先在保佑着你，所以中国人崇尚伦理亲情。
中西消费观念的差异，取决于各自不同的伦理亲情于价值观念。
随着文化更加广泛、更加频繁、更加激烈、更加深入地接触与碰撞，中西方也会多向的、多层次的互动和吸纳对方的优秀文化，中国人在子女留下财富的同时，也会接受贷款消费，而美国人也会更加注重伦理亲情。
议论文西方消费观念篇2随着经济社会的不断发展，人们的生活水平提高了，消费能力自然上升，消费观念也在发生变化。
此时，为了促进国家和自身的共同发展，正确的消费观就起了重要作用。
首先，要有促进消费增长的意识，这是必须的。
基于文化差异的中外消费者行为研究
基于文化差异的中外消费者行为研究英文学院2班尹思思1201010221消费即使用和发挥物质或者非有形物质的价值以达到自己的目的。
消费一直存在，在市场形成和经济发展的过程中，人们的消费观念得到了一定的发展和确定。
但是，不同的区域有不同的历史，各个国家和地区在没有沟通的情况下形成了完全不同的发展道路和轨迹，地域决定了沟通的有限性，或者根本上限制了文化上的交流和互通。
文化的差异从根本上导致了人们观念的差异，在消费行为中和人们的消费观念中，导致差异的最根本原因还是文化的差异，也就是人们看待事物的角度和态度的差异。
而这些差异又直接或间接地影响到产品的在世界范围内的营销，故研究中外消费者的态度和观念以及行为对于经济的发展和进步有十分重大的意义。
首先，让我们溯其本源，了解形成中外消费者行为差异的根本原因——文化差异。
中国传统文化对消费者观念及行为影响具体分析如下：1.中国文化讲究中庸之道中庸之道是儒家的一种基本主张，其思想精髓是“和”，是权衡之后的一种微妙平衡，一种和谐。
就个人而言，中国人往往竭力遵守群体规范，力求在言行举止上与大家一致。
避免突出个人风头，这种文化意识反映在消费上表现为求同和从众心理，尽量取得他人的认同和接受，比较容易接受大众化的商品。
2.中国文化因循守旧中国有句古话叫做“枪打出头鸟”，所以中国人的心理有一种循规蹈矩、安分守己的特点，比较不愿意标新立异、推陈出新。
在消费方面，中国人一般比较注重经验，固守牌号，接受新产品较慢。
比如说,中国人看病时会选择年纪较大、资历较老的医生，吃饭时会选择开业时间较长的“老字号”饭馆，而对于某些新产品或新开的店面则鲜少有人问津。
3.中国文化注重面子中国文化特有的面子文化，由中国传统文化中的“礼”演变出了中国特有的“面子”文化。
经过几千年的发展后，时至今日人们队面子更加看重。
如果说中国人甘于平庸，那还不完全正确,因为只要有机会中国人还是极想露脸的。
中国文化的一大特色就是人际交往中讲究自己的形象和在他人心目中的地位，重视脸面。
中美文化对消费观的影响Impact of Chinese and American Cultures on Consumption Concepts
中美文化对消费观的影响1.引言2.与消费观有关的中美文化背景介绍与消费观有关的中国文化背景介绍与消费观有关的美国文化背景介绍3.中美文化对消费观的影响3.1节俭对享受生活3.2“面子”消费对满足自我3.3 从众性对个性3.4 保守主义对冒险主义4. 结论Impact of Chinese and American CulturesOn Consumption Concepts1. Introduction“Culture is man’s medium; there is not one aspect of human life that is not touched and altered by culture,”claims American anthropologist Edward T. Hall (许力生40). What’s more, “the culture of every society is unique, containing combinations of norms and values that are found nowhere else,” writes I. Roberton (许力生40). Today, with the economic development and social progress, more and more people pay attention to the issue of consumption. As is known to all, Consumption is determined by the subjective element of consumers, so it has the brand of “culture” more or less. As typical Eastern and Western countries, Chinese culture is different from American culture —Chinese culture is deeply influenced by Confucianism and Buddhism; but American culture is deeply influenced by Protestantism. Therefore, different cultures produce different consumption concepts. In order to understand the impact of Chinese and American cultures on consumption concepts more clearly, this paper will first introduce the cultural backgrounds of China and America which are related to the consumption concept briefly, and then compare the Chinese consumption concept with the American consumption concept.2.The cultural background of China and America related to the consumptionconceptCulture is an important factor which influences the consumption concepts. China has a long history which is more than five thousand years. The mainstream culture of China is Confucianism and Buddhism. But American history is relatively young which is deeply influenced by Protestantism. If one wants to understand Chinese and American consumption concepts much better, first he or she should know their cultural background.2.1 The cultural background of China related to the consumption conceptAs is known to all, Confucianism is the groundwork of traditional Chinese culture. It is an unabridged ideological system which is created by Confucius and based on the traditional culture of the Xia, Shang and Zhou Dynasties. The main representations of the core ideas of Confucianism are rules of propriety, conservatism, forbearance, filial piety, frugality, temperance and collectivism. Confucianism dominated a feudal society that in essence has lasted 2000 years and for that reason its influence over the history, social structure and the people of China cannot be neglected. The founder of Confucianism, Confucius, was born in the Spring and Autumn Period in the Lu kingdom which was the country of etiquette and culture. He hoped that a conduct of “benevolence” which is thefundamental virtue of Confucianism would make the population harmoniously live together under the traditional Chinese system. But “benevolence”is a very general and very broad concept. Thus, he used “rules of propriety”to govern customs, ceremonies, rituals and human relationships. Confucius was also extremely concerned with creating social order in China’s feudal times. "Confucianism defines codes of conduct and patterns of obedience. Women obey and defer to men, younger to elder brothers, and sons to fathers. Respect flows upwards, from young to old, from subject to ruler" (崔进130). And he placed “temperance” as a primary virtue. It means that one should restraint his or her own desire and cannot do anything freely. And one cannot discuss Confucianism without mentioning another important man, Mencius. As a Confucian, he also based his entire ideological system of thought on the concept of “benevolence”. He said, “Benevolence is the heart of a man, righteousness the road” (蔡希勤236). In his opinion, the young should maintain their old parents; the lower level should be subordinate to the higher level and the individual should obey the collective. He also declared that one should reduce his or her desire and be frugal. In a word, China is deeply permeated with Confucianism and the Chinese are nurtured with Confucianism which exerts the greatest influence on every aspect of the Chinese way of life, according to the book Walk around China: Oral English Practice Series—Culture (刘上扶 113). Therefore, as an important aspect of daily life, Chinese consumption concepts are deeply influenced by Confucianism.Usually, Confucianism is thought as the only mainstream culture in China. But in fact, Buddhism, Confucianism and Taoism are all important parts of Chinese traditional culture. According to records, Buddhism originated in India in the 6th century BC. From the 3rd to 6th centuries AD, Buddhism developed in China. And in the middle of the 1st century AD, the religion gained the interest of the Han emperor Ming. However, in the beginning, Buddhism was inconsistent with Confucianism which was in a dominant position in many aspects, so the thought of Buddhism could not be accepted by most Chinese people. Therefore, later, Buddhism formed philosophy with Chinese characteristics and became a major religious faith of Chinese people more than 1,000 years, because it had fused with Confucianism and Taoism. The impact of Chinese Buddhism on people's psychology and behavior mainly embodies in the following aspects: first, Buddhism advocates the virtue of filial piety which means that everyone has the duty to respect and support their parents. Second, to a certain extent, Buddhism restrains people's ideology of egoism and hedonism.The cornerstone of Buddhism is the view that all life is suffering. Everyone is subject to thetraumas of birth, sickness, decrepitude and death; to the things they most dread (anincurable disease or an ineradicable personal weakness); and to separation from the thingsthey love. And the cause of suffering is desire—specifically the desires of the body and thedesire for personal fulfillment. Happiness can only be achieved if these desires areovercome, and this requires following the “eightfold path” by following this path, Buddhistfollowers aim to attain nirvana (崔进131) .It means that one who does the good deeds will be lucky, but one who does the bad deeds will be unlucky. Therefore, when people are extremely in pursuit of self-interest or enjoyment, they will worry about comeuppance which is mentioned in Buddhism and control their actions. The spirit of Buddhism also reflects on Chinese consumption concepts.2.2 The cultural background of America related to the consumption conceptOn the contrary, the dominant culture of America is relatively young because of its unique history. According to the book Communication Between Cultures, the fundamental American proposition of “independence, freedom, adventure, material wealth” is pursued by each individual (Samovar, Porter and Stefani 112-113). Ostensibly America is an unreligious country, but actually is a religion country. Because Americans are fanatically pursuit of comfortable and luxurious material life, it seems that only in an extremely unreligious country may appear this phenomenon. But actually about 95 percent of Americans believe God, among them, about 60 present of believers are Protestants. So when American culture is mentioned, one must mention the Protestantism in the United States. As is known to all, "the most important thing to understand about American is probably their devotion to 'individualism'" (狄艳华 99). And “individualism is often regarded as the most marked characteristic of American society”, in the words of Wang Enming (290). And the notion of “individualism” in American culture had the very close relation with Protestantism. What is the origin of the Protestantism in the United States? In the 16th century, the Protestantism of the Christian faith separated from the Roman Catholic Church in Europe because they had different religious beliefs and religious practices. Then the Protestants found that they could not agree among themselves about many things. Therefore, the Protestants began to form separate churches. In the 1600s, the Catholic Church did not recognize the rights of such Protestant churches to exist, resulting in much bitterness among some of the religious groups. Subsequently, many Protestants experienced religious persecution, which eventually compelled many of them to leave their native countries in order to have freedom to practice their particular religious beliefs. Thus, Protestantism emphasizes that the individual is the center of religious life and everyone has the right to pursue happiness and success. People should love themselves first, and thenlove others. Besides, the Protestantism encouraged people to do their best to achieve the idea of “self- improvement”. Therefore, in the United States, owning more and more material wealth became the symbol of “self improvement” which could be accepted widely. Usually, religion only refers to the moral world of human beings, but not the aspect of material. However, the leader of Protestantism pointed out that the people who had more material wealth were more blessed and favored by God. In other words, material wealth was the symbol of God’s favor. Therefore, to most Americans, acquiring more material wealth was one part of “American dream”. American people also like adventure, because of its special history. Settling a new, undeveloped land required a great deal of attention to the daily activities of surviving, a situation that did not lend itself to dependency or formality. So as an American maxim says, one who does not take the risk will have no success. In a word, the main characteristic of Americans is independence, freedom, adventure and material wealth.3. The impact of Chinese and American cultures on consumption conceptsFrom above, it can be seen that the main representations of Chinese characteristic is rules of propriety, conservatism, forbearance, filial piety, frugality, temperance and collectivism; but the fundamental American spirit contains independence, freedom, adventure and material wealth Chinese. Because of their different propositions, China and America have different consumption concepts as follows:3.1 Frugality vs. Enjoyment of lifeSince ancient times, frugality was our Chinese traditional virtue at all times. As the representatives of Confucianism, Confucius preached that extravagance leads to insubordination and parsimony leads to simplism. So it was better to be simplified than to be insubordinate (马德五179). And Buddhism prescribed its followers not to eat meat or drink wine. This characteristic can be reflected in Chinese daily life. From a child, Chinese people are educated that thrift is honorable, waste is shameful. Therefore, Chinese people are not encouraged to buy new things. If things can not work, Chinese people usually go to repair them until those things cannot be mended. In China, the second-hand market is very popular. In the second-market, people can buy anything which they need and the price is much lower than things which are new. This phenomenon can be seen that Chinese people are very frugal.Chinese frugality is also influenced by the virtue of temperance. In the words of Mencius, “the best way to cultivate one’s heart is to reduce one’s desire” (蔡希勤38). To a certain extent, Buddhism restrains people's ideology of egoism and hedonism, because Buddhism stresses self-command, especially emphasizes on restraining one's own greed and selfish desires. Buddhism also emphasizes comeuppance. Therefore, when peoplewant to buy convenient transportation, comfortable home, beautiful clothes, etc, they will worry about comeuppance which is mentioned in Buddhism and restrain their actions. Once people have the consciousness of self-control, they will be thrifty.Of course, the virtue of rules of propriety also has the impact on the view of frugality in China. Usually, Chinese family is very large which is composed of the young, the old and the children. Confucianism requires the young to respect the old and the female to obey the orders of the male. And Buddhism is also for the virtue of filial piety. Chinese people respect their elder parents and feel a deep sense of duty to maintain them. They think they have the obligation and responsibility to support their parents in the old age. This is accepted as a natural part of life in China. And fostering their children is their duty, too. To Chinese people, it is a heavy burden to take care of their parents and children. So they can not spend money freely, they should deposit one part of their money in case of need.Americans, however, don’t advocate the principle of frugality, but enjoyment of life. The main reason is that most American people believe in Protestantism. And the leader of Protestantism points out that the people who had more material wealth were more blessed and favored by God. Therefore, Americans do their best to acquire more material wealth and make their lives more enjoyable. Among American people, there has been a wholesale creation and diffusion of the miracle of comfort: convenient transportation, delicious food, labor-saving devices, comfortable home, etc. Americans take great fancy to them and have a high value of being comfortable. Indeed, in American civilization, such material wealth is both the criterion and the undeniable proof of success and progress. As is known to all, Chinese people like to deposit their money in the bank. But Americans think that money is just belong to a kind of medium, only tangible possession is valuable. Therefore, most American people readily want to own expensive clothing and furniture, fine cars, fancy houses, and the endless variety of elaborate machinery – power mowers, hi-fi sets, mobile telephones, and dishwashing machines. What’s more, American people get rid of old things quickly and without any consider, whether the ones still work or not, because they think that it just wastes time to mend the old things and they have no interest in old things.What’s more, in the opinion of American people, every individual is free and one's thoughts and actions should not be restricted by anything. And they have the right of enjoyment of life. So Americans do not advocate the principle of temperance. They can buy anything which they want.Besides, although there has been much talk about “family values” in the United States, the family is not a usual frame of reference for decisions in American mainstream culture. Family connections are not so important to most people. General speaking, Americanchildren are independent earlier than Chinese children. Furthermore, Americans do not think they have the obligation or responsibility to foster their parents. Therefore, to American people, taking care of themselves is enough.3.2 “Face” consumption vs. Self-satisfactionThough the Chinese people observe the principle of frugality, sometimes they are extravagant. As is known to all, “face” is a sense of one’s status, which a person thinks of himself or herself in relation to all other people. It has been described as “social prestige”or “self-respect”in China (张蓓and 韩江179). But what is the mean of “face”? The original meaning of “face” is external body part, but to its extended meaning, "face" means status in the eyes of others. What’s more, Confucianism also has the impact on the “face”consumption. As is will known, the value of courtesy is the main representation of the core values of Confucianism. "Confucius is extremely concerned with establishing well-ordered families and a harmonious society" and "lists five primary human relationships: ruler and subject, parent and child, elder and younger, husband and wife, and friend and friend" (张蓓and 韩江179). So giving the face to others is an important means of maintaining harmonious interpersonal relationship. And family as the core of Chinese society, one's honor or disgrace is closely linked to the family. So most Chinese people think presenting gifts is the best way to keep the relationship with others. So as long as their relatives, friends or colleagues have events, they must take part in it. And one very important thing is that they must present the gifts or cash. This reflects the value of politeness. And usually they will present the gifts which don’t make them lose face, because they think that more valuable present is presented, much better ceremony and much larger face will be earned. At the same time, they will wear their best clothes and jewels. In this way, they will not be looked down upon by others and can give face to the owner. And the host of the banquet will also get ready the large ostentation and extravagance in order to earn “face”. Because putting up a show and displaying wealth are deeply rooted in Chinese heart and prevailing practice in Chinese life. For example, some young people will spend more than they can afford on marriage, for the wedding party and for the decoration and ornamentation of the wedding chamber. Why do they do this? Because they do not want lose face. In China, there is a strange phenomenon that some valuable things are only as the presents but do not be used by the buyer. It cannot be judged whether he or she is rich on this occasion. Thereby, “face” consumption is common in China.The American people, however, do not attach importance to the value of “face” like Chinese. In the United States, individualism is often regarded as the most marked characteristic of Americans. They think that everyone is a free individual and nothing can change their ideas. It is more important to satisfy their own needs than others’, so they likethe things which can make them comfortable and convenient. They do not pay attention to keeping the relation with relatives, friends or colleagues as Chinese people, either. They also take part in the banquets when their friends have blessed events or unhappy things, but usually they do not wear ceremonious clothes and present articles of value. American people think a bunch of flowers or a card also can express their meanings well. The host of the banquets doesn’t make ready elaborate meals, either. Though they have lots of money, they do not like to do this. In the United States, we can also find lots of American people who use products which are made in China. But they do this not because it can make them have “face”, but because Chinese products are cheaper than their native goods.3.3 Conformity vs. IndividualityThe collective (group-oriented) nature of Chinese values is largely the product of thousands of years of living and working together on the land (Samovar, Porter and Stefani 117). Confucianism thinks that people should love others first, then love themselves. When the individual comes into conflict with the collective, people must neglect the individual. So in the opinion of Chinese people, the collective is much more important than the individual. This characteristic certainly influences the Chinese value of conformity. For example, if white is the most popular color this year, we will find lots of white things everywhere. In China, this is a very common phenomenon. In the marketplace, it is common to find that there are a lot of people who are scrambling to buy some merchandise. They do not consider that whether they need to buy those or not, whether the quality of merchandises is good or bad, or whether the price is reasonable or not. They just think that the quality of goods must be good and the price must be low because so many people buy those. It can be seen above that Chinese conformity deeply impacts on Chinese consumption concepts.Compared with the collectivism and conformity of Chinese, the belief in the freedom of the individual is probably the most basic value in American life. The most important thing to understand about American is probably their devotion to “individualism”(狄艳华99). According to the book “American Culture and Society”, individualism and equality are often regarded as the most marked characteristics of American society. Whatever the case, these two values are widespread in the United States and held tenaciously by all Americans (王恩铭 290). Americans think that the individual is much more important than the collective and they must have their own ideas and control their own destiny by themselves. The value of individualism also reflected on consumption. American people like to purchase novelty goods, because they think that these novelty goods can show their distinctive eye and taste. They like to see changes in cars, clothing, and products for the home. In the United States, it is difficult to find two same upholsteries, becauseupholsteries are according to the fancy and feelings of owners. In the United States, everyone is an independent individual, so they do not like what others like. Maybe Chinese people will appear uneasy when others pay attention to them, for they think that there must be something strange about them. On the contrary, American people will feel happy when they attract others’ attention. Consequently, the value of individualism has deep impact on American consumption concept.3.4 Conservatism vs. AdventurismAs is known to all, Confucianism advocates the values of middle road and conservatism, so conservatism is one important characteristic of Chinese cultural spirit. Chinese people like to deposit the money, because they think this action can guarantee their lives. Chinese people attach importance to the experience but do not like to change and adventure, so they are rare to buy new and different things. They think the new things which have not been used by them can not give them the sense of safety. Hence, Chinese people almost buy the things which they have bought and go to the shop where they have been. There is another common phenomenon which shows Chinese conservatism on consumption. Usually, Chinese people do not dare to make the decision by themselves, because they do not believe their own eye and feeling. In their opinion, the individual must obey the collective. If the individual comes into conflict with the collective, people must neglect the individual. When they go shopping, they are rare to show which thing they like better of which thing they dislike. When they want to buy something, usually they will ask others’ opinion. If the other people show different view, usually they will give up their own ideas and obey others'. When one does not have the desire to buy that thing, but if his or her friend shows that the thing is good and fit for him or her, sometimes they will buy it. So the value of conservatism has deep impact on Chinese consumption concept, too.On the contrary, the courage to try something new has been an American characteristic since colonial times, when the nation’s founding fathers started one of the greatest experiments of all times—the creation of American democracy. Most American people do not like to deposit the money in the bank, usually they spend more money than they earn. American people love having things which are new and different, because they like change and adventure. Perhaps this love of novelty comes from their pride in their inventiveness. Americans have always been interested in inventing new products and improving old ones. They like to see changes in cars, clothing, and house. In the United States, advertisements encourage people to try new products instead of old ones, whether old products still work or not. And if they cannot afford to buy something new, advertisers encourage consumers to use the credit card. On new things, they believe their own judgment and do not pay attention to the experience. They think that new things are betterthan old ones because society is progressing all the time. Therefore, American people are always willing to accept new ideas and new products. What’s more, the more novel the products are, the more interesting they feel. And when they go shopping, they usually make decision by themselves and do not consider others’suggestion. At the same time, they usually do not like to help others make decision, because this is the individual freedom. As a result, the values of individualism and adventurism have great impact on American consumption concept.4.ConclusionAs typical Eastern and Western countries, Chinese culture is different from American culture. Confucianism and Buddhism are both Chinese mainstream cultures which advocate benevolence, rules of propriety, righteousness, conservatism, forbearance, filial piety, frugality, temperance and collectivism; but American culture is influenced by Protestantism which advocates individualism, freedom, material wealth and adventure. Because of these two different cultural backgrounds, there are distinct differences between Chinese and American consumption concepts which are mainly reflected as follows: frugality vs. enjoyment of life, “f ace” consumption vs. self-satisfaction, conformity vs. individuality, conservatism vs. adventurism. The purpose of this paper is to help people understand Chinese and American cultures and their consumption concepts more clearly. What’s more, it can provide people in business world with reference for marketing.。
文化差异对消费者购买意愿的影响分析
文化差异对消费者购买意愿的影响分析在全球化的今天，各国之间的文化差异变得愈发显著。
这种差异不仅体现在语言、宗教和风俗习惯上，还深入到消费者心理和购买行为中。
本文将分析文化差异对消费者购买意愿的影响，并探讨不同文化对消费者心理的塑造。
首先，文化差异对消费者购买意愿的影响体现在产品需求上。
不同国家和地区的消费者对产品需求有着不同的偏好和追求。
例如，中国文化注重家庭观念和孝道，所以对于家庭和孩子相关的产品，消费者的购买意愿更为迫切。
而在美国，个人主义文化使得消费者更注重个人享受和自我表达，因此对于时尚和个性化产品的需求更高。
这种文化差异对产品的市场定位和推广策略产生了重要的影响。
其次，文化差异还影响着消费者的购买决策过程。
文化模式和价值观念塑造了消费者的行为习惯和决策方式。
在亚洲国家，尤其是中国和日本，消费者更倾向于通过与他人的交流和寻求他人意见来做决策。
然而，在西方国家，个人主义文化使得消费者更独立和自主，更注重个人目标和意愿。
因此，文化差异对消费者在购买过程中的参与程度和决策方式产生了显著的影响。
进一步地，文化差异还直接影响着消费者对产品的认知和评价。
消费者的认知和评价受到文化中特有的信念、标准和期待的影响。
在东方文化中，人们往往重视传统和历史，对品牌和产品的历史和稳定性有更高的期待。
而在西方文化中，消费者更加注重创新和先进性，对新产品和新技术更为敏感。
因此，文化差异对产品的品质要求和市场表现产生了显著影响。
最后，文化差异还影响着消费者对价格的接受程度。
在一些亚洲国家和地区，价值观念中的节俭和保存使得消费者对价格敏感度较高。
相比之下，在一些西方国家，消费者更注重品质和体验，对价格的接受度相对较高。
因此，文化差异不仅影响消费者购买决策的形成，还对消费者对产品的价格敏感度产生了直接的影响。
综上所述，文化差异对消费者购买意愿的影响是多方面的。
从产品需求到购买决策，再到产品认知和价格接受度，文化差异在塑造消费者心理和行为中发挥着重要作用。
谈文化差异对中美网络消费者行为的影响
谈文化差异对中美网络消费者行为的影响作者：杜江萍裴思远来源：《商业时代》2011年第08期中图分类号：F713文献标识码：A内容摘要：文化价值观通过以文化为核心所形成的行为准则来影响消费者行为，本文运用Hofstede理论，分别从权力距离、个体主义、不确定性回避三个角度出发，指出文化价值观差异是中美网络消费者行为差异的决定因素，以期为今后的网络营销策略起到积极的作用。
关键词：权力距离个体主义不确定性回避相关文献综述随着信息技术和互联网应用的迅速发展，网络现已成为了人们日常工作和生活密不可分的一部分。
因此，利用网络渠道来实现竞争力成为了企业经营的重心，也因此产生了大量研究网络消费者行为的文献。
笔者通过对文献的梳理发现，网络消费者行为的研究多集中在对影响因素的探究。
不同的研究者从不同的切入点八手，总体上可归为以下两大方面：第一，消费者特征。
学者苏秦、李钊等(2007)在网络环境下证实了美国著名营销学者Oliver的忠诚层次学说，认为顾客感知的网络服务质量和顾客满意、顾客与供应商之间的情感关系对顾客行为意向的正向直接影响，以及对顾客实际消费行为的间接正向影响。
曾伏娥、张华(2008)研究发现无上网购物经验的消费者是否将网上购物冲动退缩为橱窗购物行为由其感知到的交易成本决定。
此外，还有诸多学者如井淼、周颖等(2005)，邵兵家、鄢智敏等(2006)研究了感知风险维度对消费者网上购买行为的影响。
第二，系统特征。
台湾学者Ming-Hui Huang(2003)研究了网络信息的复杂性和新颖性对消费者网上购物的影响，认为信息的新颖性对改变消费者态度和吸引消费者有正效应作用，而信息的复杂性则有负效应作用。
吴敬松、镡铁春等(2008)还指出网站商品推荐的易用性、及时性和可靠性与消费者认知易用显著正相关。
然而，当前学者对网络消费者影响因素的研究较为集中。
忽视了对文化价值观的研究。
其实，各国文化千姿百态，各不相同，每种文化的背后都有其独特的人生观和世界观，从而造就了独特的价值观，价值观是社会文化的核心。
谈文化差异对中美网络消费者行为的影响
谈文化差异对中美网络消费者行为的影响文化价值观通过以文化为核心所形成的行为准则来影响消费者行为，本文运用Hofstede理论，分别从权力距离、个体主义、不确定性回避三个角度出发，指出文化价值观差异是中美网络消费者行为差异的决定因素，以期为今后的网络营销策略起到积极的作用。
关键词：权力距离个体主义不确定性回避相关文献综述随着信息技术和互联网应用的迅速发展，网络现已成为了人们日常工作和生活密不可分的一部分。
因此，利用网络渠道来实现竞争力成为了企业经营的重心，也因此产生了大量研究网络消费者行为的文献。
笔者通过对文献的梳理发现，网络消费者行为的研究多集中在对影响因素的探究。
不同的研究者从不同的切入点八手，总体上可归为以下两大方面：第一，消费者特征。
学者苏秦、李钊等(2007)在网络环境下证实了美国著名营销学者Oliver的忠诚层次学说，认为顾客感知的网络服务质量和顾客满意、顾客与供应商之间的情感关系对顾客行为意向的正向直接影响，以及对顾客实际消费行为的间接正向影响。
曾伏娥、张华(2008)研究发现无上网购物经验的消费者是否将网上购物冲动退缩为橱窗购物行为由其感知到的交易成本决定。
此外，还有诸多学者如井淼、周颖等(2005)，邵兵家、鄢智敏等(2006)研究了感知风险维度对消费者网上购买行为的影响。
第二，系统特征。
台湾学者Ming-Hui Huang(2003)研究了网络信息的复杂性和新颖性对消费者网上购物的影响，认为信息的新颖性对改变消费者态度和吸引消费者有正效应作用，而信息的复杂性则有负效应作用。
吴敬松、镡铁春等(2008)还指出网站商品推荐的易用性、及时性和可靠性与消费者认知易用显著正相关。
然而，当前学者对网络消费者影响因素的研究较为集中。
忽视了对文化价值观的研究。
其实，各国文化千姿百态，各不相同，每种文化的背后都有其独特的人生观和世界观，从而造就了独特的价值观，价值观是社会文化的核心。
每个人的价值观都是通过学习和对自身经验的不断抽象化逐步形成的，一旦形成就会对个体的生活方式和行为产生巨大的影响。
从消费行为看中美文化差异
从消费行为看中美文化差异—文化与消费的关系文化与消费的关系个人的偏好组成了整个国家的文化认同与价值观，文化的认同与价值观很大程度上影响并决定着消费行为，与此同时从消费行为的不同我们也可以看到文化的差异。
从下面四个方面来探讨怎样从消费行为看中美文化差异：1、中国人与美国人的消费偏好2、从霍夫斯泰德四维度看中美文化3、中国人与美国人的文化与消费4、中国人与美国人消费文化差异综括首先我们来看一下中国人的消费偏好：中国人的消费主要有五大消费偏好，这些偏好与中国人的消费紧密联系。
第一、面子和关系的需求中国从古到今都是一个要面子讲关系的人情社会，中国人将送礼、维系体面和关系等视为基本需要。
第二、传统的“根文化”传统的“根文化”主要包括对教育、祭祖、仪式、节庆的重视和消费。
第三、好攀比炫耀显示在中国深远的要面子讲关系的文化中，攀比和炫耀显示身份就无疑成为中国人的典型消费特征。
第四、收入较低价格敏感中国经济处于发展中，大多数人收入较低，消费时对价格表现敏感。
第五、物质享受主义中国人注重吃穿住行等物质上的享受，对精神上的享受需求较少。
看完中国人的消费偏好后我们再来看下美国人的消费偏好：美国人的消费偏好主要表现在图上的六大点：第一、赶时髦、猎新奇美国人天性“喜新厌旧”，对旧和老都很忌讳，在消费上追求时髦和新奇。
第二、讲健康、求自然美国人生活水平高，故特别重视对健康的投资；同时美国人生活在一个机械化时代和人造物品的环境中，因而希望返璞归真、回归自然。
第三、追求个性、要高档美国人个性极强，并喜欢在消费生活中表现，并且收入较高，就决定了美国人追求个性要高档的消费特征。
第四、图方便、追求情趣美国是一个高度现代化国家，生活节奏快和忙碌，死板而缺乏情趣，因此消费时对方便和情趣追求要求比较大。
第五、借债消费、超前消费美国拥有完善的信用制度，美国人大部分都是通过借债还债方式进行消费的。
第六、季节性消费美国人消费具有很强的季节性，每个大型节日都是美国市场的销售旺季。
论中美文化差异对消费行为的影响
225学术论丛论中美文化差异对消费行为的影响徐璐瑶 王海玉 邓春梦辽宁工程技术大学摘要：国家间的文化差异会对国家民众的各项方面造成一定影响，如消费行为、消费观念方面。
而我国民众与美国民众对于消费的观念即有较大区别，消费行为方面亦有一定差距。
本文即针对此方面展开研究，主要分析中、美两国间文化差异以及这种文化差异对消费行为造成何种影响。
关键词：文化差异；消费行为差异消费者成长环境易对消费者的消费观念、消费行为等造成一定影响，消费者进行消费行为时亦会考虑与其较为密切的文化背景、文化环境等因素，由于中、美两国文化差异较大，相对而言民众的消费行为具有较大差异性。
此外，消费为消费者需求所推动，两国之间的文化差异决定需求不同，行为差异便由此出现。
一、中美文化心理差异(一)世界观之差异：“天人合一”与“天人相分”自古以来，人们对人与自然的关系的讨论帮助人们形成了一种世界观。
中国的世界观中主张“天人合一”，这意味着人与自然关系更为密切。
作为自然的一部分，人类没有能力控制并战胜自然，因此只能学会接受自然并顺从于自然。
在这种世界观的影响下，中国人偏向综合性思想，注重整体性，对于世界的认识更倾向于唯心主义。
主张精神层次优先，思想意识、思维模式较为倾向整体、综合。
在美国的世界观中，与我国的“天人合一”相比，更属于“天人相分”，强调人与自然的分裂，充满着斗争精神，美国人更倾向于人可以改变自然、支配自然，更注重现实世界中存在的事物，如果斗争过程中无法达到自身想要达到的目标，会被视作懒惰。
“天人相分”决定了美国人对部分重点的强调，强调分析思维和逻辑思维。
(二)价值观之差异：集体主义与个人主义价值观是人们对社会存在的反映。
价值观是指人们围绕他们的客观事物的意义、重要性的总评价和总观点，是社会成员用来评价行为、事物以及从各种可能的目标中选择所需目标的标准。
中国传统文化建立于宗法制度的文化基础之上，中国人强调整体的利益和权利，当个人利益与集体利益相冲突时，以集体利益为重。
文化对消费行为的影响
文化对消费行为的影响在当今社会，我们的消费行为受到了各种因素的影响，其中最重要的因素之一就是文化。
文化是一个国家或地区的精神财富，涵盖了语言、价值观、习俗、宗教、艺术和社会组织等多个方面，而这些方面对我们的消费行为产生了深远的影响。
首先，文化对于消费习惯的形成起到至关重要的作用。
不同国家和地区的文化差异巨大，因此人们的消费习惯也会有很大的不同。
以中国为例，在中国的传统文化中，节俭、勤劳、团结的价值观深入人心。
这种价值观对于中国人的消费行为产生了积极的影响，他们更倾向于节约，储蓄和理性消费。
相比之下，美国文化中更加强调个人主义和消费至上，因此美国人更倾向于即时满足和享受，他们更愿意追求高品质和高价值的产品和服务。
此外，文化也通过影响人们的审美观念，对消费决策产生影响。
每个文化都有其独特的审美标准，它们决定了人们对于商品外观、色彩、设计和材料的喜好。
例如，在日本的文化中，对于细节的追求和和谐的价值观在审美上得到了体现。
因此，日本人更倾向于购买精致细腻、具有传统工艺美感的产品。
相反，西方文化中更加强调现代、时尚和个性化，因此人们更倾向于购买创新设计、时尚潮流的商品。
此外，文化还会对消费心理产生影响。
不同文化中乐于表达自己、与人交流互动的特点会在消费行为中得到体现。
例如，中国的一句老话“有容乃大”，强调人与人之间的宽容和亲和力。
因此，中国人更注重面子和人际关系，会在消费上表现得更加慷慨和大方。
与此相反，美国文化强调个人主义和自我实现，追求自我满足和个人价值。
因此，美国人在消费上更加关注个人需求和个人利益。
随着全球化的进程，不同文化之间的交流和融合越来越频繁，这也使得文化对于消费行为的影响更加复杂和多样化。
例如，西方的快餐文化和中国的传统文化相结合，出现了中国式快餐，既符合快节奏的生活需求，又保留了传统饮食文化的精髓。
这种文化融合对于消费者的选择提供了更多元化的可能性，也使得消费行为更加多样化和个性化。
总之，文化是一个国家或地区的精神财富，对于消费行为有着深远的影响。
中美文化差异的影响
中美文化差异的影响中美文化差异的影响【篇一：中美文化差异的影响】这个问题很大，足够写篇论文的，只说六个方面。
1、美国有相对完善的，不需要像中国人那样存很多钱来应付意外，所以比中国人敢消费。
2、美国和中国比有相当发达的金融体系，因此美国人贷款消费比较多。
3、中国的收入相对较低，因此中国人消费的必需品所占比重较大，而美国人的随意消费比较大。
有个术语叫做恩格尔系数。
4、美国的市场和法律较完善，不像中国有很多垄断和暴利的行业（如电信和房地产），像中国这样普通人100年工资买一套房子的畸形现象是没有的。
5、美国的第三产业很发达，有钱人有很多种消费娱乐方式，也有相对成熟的消费心态。
而中国的消费方式相对很少，暴发户的心态也很多，而且俗话说不开眼。
比如说美国有钱人可以去组织考古，探险等活动，比较有品味；而中国的有钱人大多选择吃喝嫖赌包二奶，还把这些东西作为“时尚”。
6、最后补充一点，美国的慈善捐款很多，而且捐款的人可以得到免税等优惠，比如就要捐出大部分的遗产，这个在美国也算消费的一种。
而中国则没有这个习惯。
【篇二：中美文化差异的影响】中美文化差异迄今，随着世界范围内国家之间的频繁往来,国际业务的不断增加,人们对西方文化的认识不断深入。
然而由于中西方文化在历史传统、宗教信仰、风俗习惯、道德情操、价值观念、行为准则和生活方式等方面存在着很大的差异,在两种文化理念截然相反的作用下，我们必须学会去接纳这种差异并且把我们自己的文化传扬出去，以利于整个人类社会的发展。
文化是指一个社会所具有的独特的信仰、习惯、制度、性格、思维方式等的总模式。
文化既是一种社会现象，是人们长期创造形成的产物，又是一种历史现象，是社会历史的积淀物。
中国有着五千年的文化和历史的沉淀，而在地球另一端的美国是一个多民族的国家，却只有200多年的历史。
中美之间的文化差异是巨大的，它是两国人民交流和理解的障碍和鸿沟。
中美之间的文化差异是复杂而多面的。
一、中美文化差异形成的原因1、历史和地理条件的影响。
中美消费文化的差异之浅析
中美消费文化的差异之浅析第一篇：中美消费文化的差异之浅析中美消费方式对比消费模式不仅对一个国家的经济增长有重要的推动作用, 而且还对社会经济可持续发展具有深远影响。
本文通过中、美两种不同消费模式的比较,得出中国消费转型的目标不是美国长期奉行的过度消费模式, 而是要在现行的保守型消费与过度消费模式间寻求适合我国国情的消费模式, 即适度超前的消费模式。
一、中、美消费模式的比较(一)美国: 高消费.低储蓄的过度消费模式。
在美国, 经济由生产驱动向消费驱动转型已有100多年的历史, 超前消费、负债消费、低储蓄率是当前美国消费模式的主要特征。
1.居民消费支出占GDP比重居高不下。
美国属于典型的高收入.高消费.低储蓄国家。
在金融危机发生之前, 已发展成为透支消费、超前消费和炫耀性消费，个人消费成为推动美国经济增长的主要动力之一。
2.储蓄率一直低迷。
近年来美国的个人消费主要有两大特征: 一是负债消费, 二是超前消费。
近十几年来, 美国人均消费支出基本上接近人均可支配收入。
据美国商务部统计, 多年来个人储蓄率(当年储蓄额占个人可支配收入的比例)一直很低, 19 世纪40~ 80 年代初后呈现明显的阶段性下降特征。
1997~ 2008 年, 美国依靠发达的金融创新和宽松的监管体系, 以资产为基础的储蓄代替了传统的收入型储蓄。
储蓄模式的调整, 一方面支撑了美国狂热的消费, 把储蓄率推低至零点甚至是负值;另一方面, 美国消费者也为此背负了创纪录的债务。
目前美国的家庭债务已经超过15万亿美元。
美国消费者人均拥有6张信用卡, 2008年10月底平均每个家庭欠银行1.2万美元, 美国人贷款购房、买车、读书、旅游、健身等, 形成了一个巨大的消费信贷市场。
3.负债消费模式已难以为继。
长期以来,上至美国政府, 下至企业和消费者, 都以不同的借贷方式度日。
美国政府主要通过财政赤字, 消费者主要靠借债来支撑消费。
本次国际金融危机导致发达经济体特别是美国的消费者即期收入减少, 资产大幅缩水。
因社会文化差异而导致消费行为变化的比较——美国与中国之比较(教育、物质要素)
因社会文化差异而导致消费行为变化的比较——美国与中国之比较（教育、物质要素）一、引言文化是指给定社会中由人们可识别的行为方式特征整合而成的体系。
它包括给定社会群体想、说、做、行的方式，即这个社会群体的习惯、语言、物质成就、共同的态度和感情体系等。
这个定义包括了从物质到精神诸方面的要素。
文化在国际市场营销中具有十分重要的地位。
有些专家经过分析后认为，国际市场营销的成功、受挫或失败，十之八九是由于文化因素及其差异造成的。
大量案例表明，在众多环境因素中，文化环境正逐渐成为影响国际市场营销的核心因素，其对于国际市场营销至关重要。
由此我们也可以看出，在进行市场营销的时候必须要适应当地文化，以免发生失误，导致利益的损害。
并且国际市场营销也非常看重文化的渗透，文化渗透通常被认为是国际经营成功的关键之一。
其中，对于国际市场营销来说，语言、宗教信仰、教育、社会组织、物质要素这五个要素是尤为重要的。
本文旨在通过对中美两国社会文化进行比较（以教育要素为主），通过比较其文化差异，特别是教育及物质要素上的差异，进一步比较、分析其对中美两国的消费行为所造成的变化。
二、中美两国概论（一）中国中国，全称“中华人民共和国”，又以“华夏”、“中华”、“中夏”、“诸夏”、“诸华”、“神州”、“中土”等的代称出现。
最早指天下的“中心”——黄河流域黄河中下游的中原河洛地带，后逐渐带有王朝统治正统性的意义。
中华民国建立后，“中国”正式成为中国的国家称谓。
伟大的中国作为世界五大文明古国之一，已经走过了五千多年的文明历程。
在古老的中华大地上，勤劳、勇敢、智慧的各族人民共同开拓了幅员辽阔的国土，共同缔造了统一的多民族国家，共同发展了悠久灿烂的中华文化。
1911年辛亥革命后，“中华民国”于1912年成立，简称“中国”，这个称谓也正式成为了中国的国号。
1949年10月1日，新中国成立时，定名为“中华人民共和国”，简称“中国”，其国体（国家性质）为人民民主专政的社会主义国家。
营销策略的文化差异对消费者行为的影响
营销策略的文化差异对消费者行为的影响在全球化的时代，跨国企业为了扩大市场份额和促进经济发展，需要使用全球化的营销策略。
但是，不同的国家和地区存在着文化差异，这些差异将会影响企业的营销策略和消费者行为。
营销策略的文化差异对消费者行为的影响是一个重要的话题，本文将通过对文化差异的分析，探讨其对消费者行为的影响，以及应对策略。
一、文化差异的影响文化差异是影响跨国企业进行全球化营销的重要因素。
在不同的国家和地区，消费者的文化价值观、消费习惯和行为方式都有所不同。
例如，中国人重视家庭和亲情，购买家居用品时，会更注重产品的实用性和质量；而美国人较为注重时尚和个性，购买家居用品时，会更注重设计和风格。
因此，中美两国企业在进行家居用品的营销时，需要针对不同文化背景下的消费特点，定制不同的营销策略。
二、文化差异的影响——案例分析以麦当劳为例，其在不同的国家和地区提供的菜单和服务也存在不同。
例如，在印度，麦当劳的菜单中不含任何牛肉或猪肉，因为这些肉类被当地宗教禁忌。
而在东南亚和中东，麦当劳的菜单中则包含当地独有的汉堡和饮品，以迎合当地消费者。
而且，麦当劳在不同国家的运营方式和服务方式也存在不同，如在美国，麦当劳的服务往往是自助填桶、自取餐盘的模式，而在日本，麦当劳的服务员则有礼貌、注重服务。
这就说明，企业需要根据不同文化差异，制定特定的营销策略，以满足不同地区的消费者需求。
三、文化差异对消费者行为的影响文化差异不仅会影响企业的营销策略，还会影响消费者的行为。
文化背景下的价值观和行为方式将会影响消费者购买决策的方向和方式。
例如，日本消费者在购物时更注重服务和礼节，更偏爱高档品牌；而中国消费者更注重价值和质量，相对更愿意购买实用性更高的产品。
因此，企业在此方面的营销策略，必须根据文化差异，量身定制诸如广告、促销和价格策略等，以迎合不同文化下的消费者需求，从而获得更好的营销效果。
四、应对策略在进行全球化营销时，跨国企业需要为不同地区量身定制营销策略。
中西文化差异对旅游消费的影响
中西文化差异对旅游消费的影响中西文化差异对旅游消费的影响每个消费者都是在一定的文化环境中成长并生活的,他的思想意识也会受到这些文化环境的深刻影响,一个民族同样如此,地理位置以及物质生活等方面的不同,产生了各自独特的文化体系和民族性格,这对于各国旅游业的发展具有极大的影响。
因此,本文试图通过分析中西方文化差异,以求探讨其对中西方旅游者旅游消费行为的影响,为我国旅游业特别是国际旅游业的发展献计献策。
一、中西文化差异的根本原因及表现人类创造了文化,同时又是文化孕育和滋养的产儿,各民族因其各自不同的自然环境和不同的历史发展过程形成了不同的文化类型,彼此之间存在着明显的差别,这些差别形成的原因是多种多样的,归纳起来,主要有以下两个方面:1.生态环境:生态环境是人类社会及民族存在和发展永恒的、必不可少的物质前提。
某个民族在一定区域内居住、劳动和生活,同时也就创造了相应的文化,与这个民族以及相应文化相联系的有关自然地理条件就是我们所说的生态环境。
一般说来,文化的差异最初都是来自于对自然世界认识的差异,自然地理条件决定了各民族各地区文化发展的最初方向。
三面高原一面海的相对闭塞的地域特点,使得古代中国文化基本上与外隔绝,但这同时也为农业文明的发育提供了得天独厚的条件,并以此为基础形成了以小农经济为特征的经济形态。
同时,大河大陆性环境及其所造成的自给自足的自然经济使得中国人赞成尽物之性、顺物之情,把人们牢牢地束缚在土地上,而农业社会的稳定,家人亲友的长期聚居,使得中国人自古将惜别看得非常重,这让中华民族在思想情感上表现为喜一不喜多、喜同不喜异、喜静不喜动、喜稳不喜变。
而西方文化的活水源头是古希腊文化,古希腊文明发源于地中海,其所处的海洋环境培养了西方民族原始的冒险外倾的民族性格。
在他们看来,人类的力量与海洋比较起来显得很渺小和脆弱,但是人类依靠自身所具有的勇敢、刚毅、伟大斗争精神征服了大海,因而人类的气魄比海洋更伟大,这一切也都塑造了西方民族开放、勇敢的性格。
比较中国与西方消费文化的差异以及进一步探究
比较中国与西方消费文化的差异以及进一步探究中国与西方消费文化的差异以及进一步探究随着经济全球化的深入发展，世界各国的消费文化差异日趋明显，尤其在中国这样的发展中国家和西方发达国家之间，这种差异更加明显。
本文将从文化差异、消费观念、消费行为等方面进一步探究中国与西方消费文化的差异。
一、文化差异中国和西方国家之间的文化差异是首要问题之一。
中国的文化融合了马克思主义、列宁主义、毛泽东思想等，基于这些思想，中国的消费文化特色鲜明，如：对传统文化的尊重、面子文化和点头之交、礼仪文化和礼品文化、银饰文化、红色文化等等。
西方国家多以人文思想为核心，注重个性和自由的维护，在消费文化方面，这一点表现得尤为明显，如西方人在购物时注重品质、品牌和美好感受等。
二、消费观念中国消费观念的主要特点是“越便宜越好”，在消费时以省钱、实惠为主要目的。
而西方则更加注重品质和个性化消费，为了满足自己的物质生活和心理需求，在购买商品时会选择高品质的产品和服务。
三、消费行为在消费行为方面，中国和西方国家之间也存在着很大的差异。
中国的消费行为主要集中在节假日或者时间有限的情况下，而西方则更多地注重平日生活的品质，日常消费更加规律、有条不紊。
此外，西方的消费行为更加注重自主选择和个性化消费，更加强调个人的质量和享受，而中国更多地居于群体消费状态。
此外，西方国家对不同年龄层次的消费者需求也有不同的诉求。
总的来说，中国虽然逐渐意识到了消费文化在现代化进程中的重要性，但相对于西方国家仍有一定距离。
需要加强对消费品质、品牌的认知，让国人在理性消费的同时体验到更优质的商品和服务。
而西方国家也可以学习中国的面子文化、礼仪文化和红色文化等传统文化，借鉴其传承文化和传统文化的方法，以更好的利用传统文化推动时代进步的发展。
总之，消费文化是中国和西方国家都需要着重发展的领域，通过加强文化交流和合作，借鉴优秀的经验和成果，不断提升我们的消费素质和消费能力，推动当前全球消费文化的进一步发展。
从文化层面分析中美消费观念的差异
从文化层面分析中美消费观念的差异摘 要中美社会历史背景、价值观念、道德观念、以及家庭教育背景的差异，引起了两国人们消费观念的不同。
论文从文化的角度，主要论述了中美两国人们在存钱、旅游、以及追求新潮时尚等方面消费观念的差异。
论文重点研究了文化与消费观念的关系，以及文化对消费观念的影响，使人们进一步认识到不同文化背景蕴含不同的消费观念，并能正确、理性地看待本国文化与本国人们的消费观念，打破对其他国家人们不同消费观念持有的偏见，理解、尊重并借鉴不同文化背景下人们的消费观念。
关键词：中美文化；文化差异；消费观念差异On the Differences of Chinese and American ConsumptionConceptions from the Perspective of CultureABSTRACTOwing to the geography differences, society development differences, cultural valunations’ differences, ethic differences, family education differences, Chinese and Americanconsumption conceptions differ from each other in three aspects: difference in depositconception, difference in traveling consuming, a nd difference in catching fashion. Thisstudy mainly elaborates on the relationship between culture and consumption, emphasizin’ influence on consumption conception from the perspective of culture. The aim the culturesmaking people view their own culture andof this thesis includes three a spects: firstly,secondly, breaking p eople’sprejudice consumption conception correctly and rationally;making people understand, andtowards other n ation’s consumption conception; finally,consumption conception under different cultures.respect people’sKey words:Chinese-American culture; culture d ifference; consumption conceptiondifferenceCONTENTS1 Introduction (1)2 Chinese and American Culture Differences (3)2.1 Geography differences (3) (4)2.2 Society development differences... . (4)2.3 Cultural value differences2.4 Ethics d ifferences (5)2.5 Family education d ifferences (6)3 Chinese and American Consumption Conception Differences (7)3.1 Difference in depositing conception (7)3.2 Difference in traveling consuming (8)3.3 Difference in catching f ashion (8) (10)4 Influences of Different Cultures on Consumption Conceptions.4.1 Influence of geography on consumption c onception (10) (11)4.2 Influence of society development on consumption conception4.2 Influence of value on consumption conception (11) (13)4.3 Influence of traditional family education on consumption conception Conclusion (15)References (16)Introductionvalues, behaviors, institutionsand “Culture i s the total accumulation o f beliefs,communication patterns that are shared, learned and passed down through the generation group of people.”(Che Lijun, 2008:3) I t i s a well-known fact that p eoplein identifiableacross nations and countries have different cultures, which influence human life in var aspects. Besides, consumption conception is one of the deepest aspects being influence Owing to the different cultures of China and America, their society and history differeand family education d ifferences,thecultural value differences,ethics d ifferences,consumption concept of Chinese and American is also different in three aspects: depositi conception aspect, traveling consuming aspect, catching fashion aspect.Until n ow, many Chinese and foreign scholars, such as Zhu Chen (1996), C henQinde(2005) , Miao Qing(2005) , Hao Peiyan(2007) , Yang Guangqiong (2008) have ever done researches o n Chinese- American culture d ifferences and Chinese-AmericanBut each of them approaches i t i n his own wayconsumption conception differences .without keeping abreast of what others are doing on the study of culture and consumpti concept. The former studies, which haven't combined culture differences with consumption may cause some misunderstanding which can't m ake peopleconception d ifferences,achieve a better understanding of the relationshipbetween culture and consumption conceptions. Based on the researches of the previous experts and scholars, this paper make a systematic study on the differences of Chinese-American consumption conceptions from cultural respect. This paper has five parts:The first part is an introduction. It shows readers the relationship between cultur consumption conception. The second part mainly analyses C hinese-American c ulturedifferences from geography, s ociety development, v alue, e thics and family educationaspects. The third p art will talk about Chinese-American consumption conceptiondifferences from three aspects. The fourth part concerns with different culture's influas a conclusion. It d raws a conclusionon consumption conception. Thefinal part servesthat t he nature o f consumption is culture. Only having a good knowledge of culture differences can we evaluate people's consumption conception correctly.2 Chinese and American Culture Differencessociety, including ideas, “Culture u sually means the unique life form in a particularemotion, and behavioral faith, which are different from those of other recognition,society.”(Che Lijun, 2008:2) In our daily life, culture is ubiquitous, multidimensional, all-pervasive, as we have it almost anywhere and anytime. It is understood differently people throughout the world .Americans believe that culture is a fast-moving train, whthebetter you adjust toclosely connected withwhat is g oing on for the time being .TheChinese people believe thatpresent world, t he more you understand c ulture .However,culture is closely related to the past .The more you know about Confucianism or the pa the more cultured you are consider to be. To the outside observers, Americans may seemChinese, thelike a nation of amnesiacs; they care more about the next big invention. Topast is always something to be memorized. They are always proud of the four greatinventions they made in ancient times. Therefore, the culture differencesbetween Chinaand America are various, which may be reflected from the following aspects:2.1 Geography differencesChina and America have different geography conditions. America has a vast territory and most territory physiognomy is low and flat. It lies in the temperate zone where the enough rain. I t supplies good resource c ondition for the development of Americanagriculture and has no limit to its development. It also has abundant water resource, w supplies reliable security for the development of American industry and resident usage. mineral a nd energetic sources a re also v ery rich, such as iron, copper, lead, zinc, mine,closedand the relativelypetroleum a nd natural gas etc. F or China, remote location,Geographic e nvironmental conditions in Chinaenvironment a re the significantfeatures.just like this: in the West and the North, there are plateau, mountains and desert, wh the East and the South, there is sea. All of these are barriers for Chinese.2.2 Society development differencesWe all k now that A merica is a n immigration country, where people h ave adventurespirit. Its history is very short, for about 300 years .For this, we would have to tur historical development of the United States. Its origins can be traced back to the 177 1776, the US gained independence from the British rule. After 200 years of development the United States has developed far beyond its previous in the aspects of economy, poliof the Soviet U nion, the United States hasand military power. After t he disintegrationbecome the sole s uperpower i n the world. A merican is a lso t he first modern democracy’s economy is full of vigor, which country in the world. With prosperous industry, Americaexcludes the natural economy prematurely and breaks the self-sufficient pattern.However, China, as a feudal society with closed natural economy, has developed forIts self-sufficient producing style forces most Chinese to spend about thousands of years.all their life on farming. Once someone lost his ability of self-development or even lo land, his family cannot survive.2.3 Cultural value differencesmodesty, advocate In china, w e pay much attention to a person’s reputation,selfless-service and encourage people to make up for their defect and suffering by adjustheconcepts played a dominant role intheir innermind. In Chinese h istory, Confuciusformation o f social ideology. Confucianism believes that o ne should immerse into t hewhole society to exist. And one cannot realize his own value of existence if he does’s strong emphasis on the group, cooperation immerse and become part of the society .Chinaup their group-orienteddevelopment, has builtthe process of socialand coordination, invalue. As a basic value system, Confucianism has permeated all Asia for centuries .It philosophy of humanity which survives on the basis o f good interpersonalrelationship.one of its p rinciplesand the core of Confucianism, means the“REN” (benevolence),daily l ife, it h as intimate connection with mutualpassion .Inharmony of interpersonal’s shoes, take care ofbenefit which indicates that one must have the ability to think in otheris part“YI” (righteousness) whichothers, and give sympathy to others. Another principle isof human nature b rings p eople b ack to “the good nature o f humankind at beginning o fbirth”. It can make person see through problems and integrate with others by transcendin the present interest and breaking through personal limitations. According to Confuciani this kind of social relationship based on common interest, is very important and conduc to group coordination and harmonious interpersonal relation .So, in China, because ofcollectivism hasgained a goodcoordination,high emphasis on group conceptand socialand long –standing reputation.The unique However, Americans focus on materials, and stress individualism.experience o f American history h as determined the formation of their c oncept of individualism, the basis of American ideology. In order to escape the religious persecucolony on the Americanset u p their owngroup of settlersfrom central Europe, the firstcontinent .And this special historic experience of emphasizing on dependence has given profound influence on American cultural value .InAmerica, e ach person i s v iewed asThe striving for self –realizationishaving a unique set of talents and potentials.accompanied by a subjective sense of rightness and personal well-being. Individualism al encourages p eople to express their o wn opinions a nd to make their o wn decisions independent of external influences.2.4 Ethics differencesChinese family moral education takes human relations as a foundation and emotions as principal to process family interpersonal relationship. Chinese family ethics are bas and they take emotion for the law to deal with family r elationships.human relations,Chinese ties to each other with blood as basic coordinates. In dealing with family rela the Chinese people’s genetic-based sentiments led to unusual attention. However, Chinesea "reason" for the love, “A kind father and a filial son, a tend people have never followedbrother and a respecting brother, a gentle husband and a tender wife”(父慈子孝，兄爱弟敬，夫和妻柔) (Weienyase,2000:127))standard has enabled the Chinese to follow. Chinese families used to cultivate good habits and establish relationships of caring other peotrains personality of each family member and at last units a family as a whole.However, American family moral education t akes i ndividual as the center. In anAmerican family, individual is the foundation and has the highest value, whose existenfor them, butof sacrificesdoes not rely on other people. The family maymake all sortsdoes not request m uch obeying. T he independent i ndividual can enjoy freedom andequality in the family. The American parents foster and educate their children, but do attempt any repayment. C hildren, after 18 years o ld, l eave h ome to rent a room to livealone, to study or to work, and nobody can accuse the parents of their being unreasonab Clearly, the common Chinese family stress and believe that, "good relationship is the m important"(和为贵).(Weienyase, 2000:9) American family stresses personality,and hasstrong rational idea.2.5 Family education differencesChinese family e ducation takes "the b enevolence of the Confucianism”as the core;the basic of benevolence is loving people. This enormously affirmed and transferred fami member's intrinsic noble motive. In China, the corresponding relation of rights and du are not important in China morality. When we fulfill our obligation, we make other peop enjoy the rights. This is a basic faith of Chinese family.Americans take fair as the moral principle; everything is according with fair. AndAmerican believes the fair is i n opposition to and ineven indifferent.is r ational,“fair"agreement with the duty and the right. American is clear about the relation of the righ the duty. They work to get the reward, which also includes love. If they ask other peopl help they also have to pay some reward. For example, they have paid for using relativ telephone, and the children demand the reward if t hey help their parents to wash car.American views that duty and right is not inconsistent with their intrinsic love. To p’s fair principle.the coexistence of the right and the duty is the American family3 Chinese and American Consumption Conception DifferencesConsumption conception means people’s ideology and attitude towards theirpursuit of the goods value. I t also refers to adisposable income, including people’swhich makes people evaluate a nd value their a ction t owardsconsumption activity,consumption manner, consumption process, and consumption trend. The process of shapingOwing to theconsumption conception i s closely related to the level o f productivity.’ consumption conceptions are different. The different level of productivity, the two nationscharacteristics of Chinese consumption conceptions are conservative, with high saving raThe mainOn the contrary, to most Americans, they tend to consume excessively.differences are as following:3.1 Difference in depositing conceptionagriculturalperiodcountry, without t raditionalAmerica is an emerging industrial(while China is a large agricultural country), and therefore they do not have the conce of depositing money. Americans have courage to active advance.However, China, as a feudal society with closed natural economy, has developed for about thousands y ears. Chinese people from the very young has been instilledsuch aconception– to keep up. Since ancient t imes, C hinese society is also to appraise theone word that ision to money. To sum it up ineconomy, which is manyAsians’ concept"deposit." There is an old story that can best prove this phenomenon: it is about a Ch old woman and an American old woman. When they were dying, the Chinese old woman said, “It took me 60 years to save enough money to buy a big house”, and the Western. (王埃亮，2000) We canwoman said, “It took me 60 years to pay for the debt of my house”see from the story that Chinese people traditionally think that they buy what they can af and don’t want to be on a debt. However, Western people think t hat they would like toIn myenjoy their lives even by loaning m oney from bank or making an installment.while, we shouldenjoy the life more comfortablea good idea for people toopinion, it’salso realize that the real happy life is contributed to the hard work by our own hand 3.2 Difference in traveling consumingAmerica is an immigrant nation. The development of the western region m akesconstant flow become a living. Therefore, American have no conception of the ancientprecept "it is good to stay home for a thousand days ,and it is difficult to go out ev moment(在家千日好，出外一时难)". With the development of family vehicle and highway,industry and technology, travel becomes very simple. Soas well as other i nfrastructuretourism h as become a major industry in America. H owever, Chinese advocate e conomy.They don’t think it very important to conduct cultural entertainment expense and servi expense. In their point o f view, travelingexpense is a lso t he service expense, which is expense, and it b elongs t o high income people. They also b elieve that, tourismspiritual’s basic life needs are satisfied; and at present, travelin expense is the expense after peopleis a kind of basic a ccumulation expense, but it i s n ot a kind of regular expense. Peopleaboard is l uxurious expense. To borrowtravelingthink t he travelingexpends, e speciallyfor most people in China is an incrediblething. In the eyes of mostmoney to travel,ordinary people, tourism consumption is not necessary in their lives.3.3 Difference in catching fashionIn America, Only the American likes to catch n ew things in order t o be different.to be put on for above 3 years, the leisure clotheswork- clothes have the possibilitygenerally only are put on for 1 - 2 years. Moreover per capita has various seasons clot above 10 sets. Their c lothing is m assively from Chinese and all developing nations, theprice of which is extremely cheap.In the durable consumable aspect, the renewal speed is very quick. According to Su the proportion of people having the cell p hones is very high,Bangzhu’s investigation,80% adults have cell50 - 70% middle-school students,students,nearly 100% universityphones, and after just one year they will get a new one. For automobile and other domeswork. Therefore, in American life products, they don’t use them until they can’telectricair c onditioner, television, andsuch as refrigerator,can see all kinds of things,trash, wewasher and so on.In the 80's, American pursued luxuriously. The majority of Americans have only theput on clothes,which are thesome young people; they didn’tbrand in mind, especiallynon- name brand. But in the 90's, American gradually has been faint in expense idea cal brand consciousness, and the price consciousness is in the upper hand. However, Chines are just o n the opposite. Chinese consumers’expense behavior has two extremelyOne is a dmiring f ashion, displaying the new conception andremarkable c haracteristics:low; the other is worshiping theloyalty isthe original productnew product craving, butpsychology of foreign countries, favoring the purchase of international brand.4 Influences of Different Cultures on Consumption ConceptionIn sections two and three, we have explained in the different culture and consumpti conceptions between China and America. So in this part we will mainly focus on how the culture influences the consumption conception.4.1 Influence of geography on consumption conceptionAmerica is an advanced agricultural country, which owns vast, low and flat territoThese sources are taking great abundant water resource, and mineral and energetic sources.grade in the world. Variety and rich resources also supply great foundation to the Ameri industry and great p roduction for consumption .Therefore;they don’t have the idea ofdepositingbringsclosed e nvironment,it i nevitably However, China, because of its r elativelyclosure p sychological and cultural anthropology. In China, the psychological and thedevelopment do not play the important roles, which also r elated to themarine culturalHuang - Huai basin, whose natural conditions is good for farming, so the people began get active and formed a deep attachment to the land. Chinese people are lack of suffic interest in the sea. Operations at sea are not only difficult but also dangerous, far We assume that, in the low standard of living condition,the need ofthan agriculture.security should be quite strong. Since people have land for farming, so why do they sand calmdanger? W hat’s more, the farming l ife also h elps f armers l ike s imple l ifestylerhythm of life, and the sea-based trade will be disturbed and fast rhythm. China's na conditions, climate, topography, and other aspects are not good for agricultural produc but in general far more favorable than negative. GivenChina’s own conditions, agriculture"food is the mostis the best choice. Chinese people have a deep sense of food .They think（靠天吃饭）（李important thing of people’s life”(民以食为天)" and "relying on the nature"肖，2002） derived from the experience of agricultural life. Chinese food culture is ful life, which is a factor of fundamental aspect of people's life. This factor is constraiarranged by the “nature”(天). Therefore, the farmers had to take into account the instableclimate and mutations factors. The surplus grain will be stored up for the rainy day, anChinese community has always been a form of self-sufficiency. Therefore, Chinese peoplefrom the very young have been instilled to keep up such a conception. Since ancient timconcept ion ofChinese society is also t o appraise the economy, which is many Asians’money. To sum it up in one word that is "deposit."4.2 Influence of society development on consumption conceptionWe all know that America’s neoteric economy is full o f vigor. I t breaks theextending a re allpattern. Exploiting the world market and increasinglyself-sufficientBesides, America is an emerging industrialimpacting t he nation g uard and limitation.country, without traditional agricultural period (while China is a large agricultural coOwing to these reasons, Americans do not have the conception of depositing money. Theyhave the courage to advance. However, Chinese value agriculture more than industry andcommerce. In China, t wo thirds of its population remains m aking a living on land. OldChina is a feudal society with closed natural economy which has developed for thousand–sufficient producing style forces most Chinese to spend all their lives of years. Its selffarming. Once someone lost his ability of self-development or even lost his land, his facannot survive. Owing to the difference of the society development, Chinese and America’t care much about depositing, while consumption conceptions are different. Americans donChinese value it very much.4.3 Influence of value on consumption conceptionmodesty, paying much attention to thereputation,Chinese highlight a person’sspiritual consumption. They advocate selfless-service and encourage people to make up ftheir defect and suffering by adjusting their inner mind. For this, we could trace backorigin of the traditional Chinese values. Confucianism as the mainstream of Chinese culalong with Taoism and Buddhism, has establishedthe framework of Chinese traditional“Benevolence” is the core, andculture and has built the mentality of the Chinese people.ethics is the standard. Adopted and reinforced by kings and governors s ince t he HanDynasty, e speciallyclassic Confucianism became thein the Song and Ming dynasties,theoretical pattern, whose ultimate concern was how to become a noble man or gentleman,’s attitude or outlook. Confucius said:“the man with benevolence is thehow to cultivate oneone who loves a ll m en.”(Weienyase, 2000:69) The way to carry o ut benevolence i s tooneself and to enhance others i f o ne wouldestablish others i f o ne wants to establishyou would not wishto be done yourself. Theenhance oneself. Do not do to others whatgreat learning teaches illustrious virtue, to improve the people, and to remain in thestate as theTo achieve a moral ethics and improve one’s spiritualhighest excellence.Confucian ideals have made up of the core value of Chinese culture, due to which Chinand economic centers of the ancient world. T o the virtuousbecomes one of the culturalancient Chinese, humanworthinterest and desires were of less important, and hence not pursuing.country. T hey focus on material However, American is an interest-orientedconsumption. T hey consider it a lmost a right to be materially well off and physicallya variety of clean and comfortable. They expect swift a nd convenient t ransportation,healthy f ood, and comfortable h omes equipped with numerous laborsaving devicesincluding both central heating and hot water. The government is expected to ensure acceof all p eople and agencies c an affect the publicto food and drug products. Activitieswelfare. Associated with the values o f physical comfort a nd health is t he acceptance ofcleanliness as being nearly identical with health. All the values of material propert material well-being yield the powerful social norm of progress. Progress may be said to universal .Throughout t he world, people wish for basic physical c omfort, n ecessaryand good health a nd medical services that r educe the physicalmaterial possessions,harshness of birth, disease and death .Both science a nd technology serve t he value ofprogress .Based on this value, most Americans tend to believe that the basic problem of world is economic and that technology offers solutions. Associated with material comforthe American genius f or devising and employing machines also p rovide e fficiencyandconvenience in daily life .American advisors and technicians exhibit a strong tendencycreates aperceive their tasks a s requiring the use of machinery. Their future orientationfeeling that progress can make everything better than now. Americans find it important cope with the flow “keeping u p with the times” (Borden, G eorge A) and to look ahead“keeping an eye on the future”, (Borden, G eorge A) but the temporal orientation”. So most Americans feel that through their“near futuredownstream should be qualified aseffort they can bring about a better future without compromising the welfare and progrpeople living in a largea valid belief forenough for everyone isof others .That there ison thecountry w ith an expanding e conomy and abundant r ecourses.With no restrictiongoods available to all, individuals can progress, that is, acquire a large quantity of th for themselves w ithout concern for depriving o thers o f the same opportunity. TheAmericans stress on material things is associated with a belief in the inviolacy of p property, a value commonly asserted to be at the root of the constitution and the Ameriwill b econception of democracy. T hey react negatively to the idea t hat f ree e nterprisesdenied to anyone in the world .Americans regard free enterprises as an inalienable right is worth fighting for. At the interpersonal level, many Americans also encounter difficu in their dealing with persons who do not share with them a clear distinction between pri and public property. On a large scale, Americans may react quite negatively to bribery government officials and other methods of directing public funds into private pockets .W the scientific support of the theory of evolution, Americans see progress as ascending primitive past along a path in time toward a future in which the impediments of nature dominated by individual will and technology.4. 4 Influence of traditional family education on consumption conceptionParents in China are good at persuading. They attach importance to their children excessively.They even accept t he obligation of educating t heir children without a nycomplaint. In each stage, they protect children from hurt. For the benefit of the child they try their best to solve the problems for children. Chinese children also respect t。
论文化价值观差异对旅游消费行为的影响——以中西方游客在新疆消费研究为例
根据霍夫斯泰德的观点，权力距离感是民众对权力不均匀
基金项目：西藏自治区高校人文社会科学研究项目（项目编号：SK2017-11）。 作者简介：刘佩颖（1987—），男，四川遂宁人，西南财经大学工商管理学院16级硕士研究生。研究方向：民族地区旅游、非物质文化遗产旅游。
一、中西方游客的个人／集体主义差异对旅游消费 的影响
个人主义和集体主义通常是指社会联结的松散或紧密程度， 即一个国家的居民更倾向于以一个个体的身份还是以某个群体成 员的身份来处世。
“集体主义”是分析中国旅游者行为时最常用的价值要素， 这在我国的传统文化中的表现比较突出。无论是三世同堂的家庭 生活，还是较为亲近的邻里关系，乃至街头巷尾那种摩肩接踵的 感觉，中国的大多数居民对此的接受程度较高。相反，在许多西 方国家，街道的人口密度则相对较小，当地人也习惯更大的个人 行动空间。因此，对于赴新疆这样的目的地体验边疆民族旅游， 为了避免文化差异尤其是旅游目的地的语言交流所容易出现的不 确定性，国人更青睐传统的组团旅游。
在个人主义观念的影响下，西方旅游者倾向于个人旅游， 旅行中追求个性化、专业化的产品和服务。例如在一个针对新疆 入境欧美旅游者的调查统计中，有34.7%的游客选择自助式独自 出游，和亲朋出游的比例虽然有51.2%，但欧美的亲朋出游团队 通常是3人以下，且大多都不局限于亲属关系，更很少带着家里 老年父母出游。其参加旅行社组织的旅游者所占比例最低，仅为 14.1%。在游玩过程中，欧美游客也更重视自我的享受。在餐饮 方面，与中国游客倾向于选择客流量大的餐馆不同，欧美人反而 认为客人过多的餐馆环境堪忧，一般不愿进入就餐，所以会选择 客流量少的餐厅。
2018年10月下半月刊
论文化价值观差异对旅游消费行为的影响
基于中外文化差异的消费行为研究
基于中外文化差异的消费者行为研究生产决定消费的对象、质量和方式，一个消费热点的出现往往能够带动相关产业的发展，因此，生产决定消费，消费反作用于生产。
市场经济确立以前，人们就形成了一定的消费观念，消费受很多因素的制约，如政治、经济、文化、社会及个人因素。
下面我将浅谈我个人认识的基于文化差异的中外消费者行为的不同。
一般来说，中外消费者最大的不同在于以中国为代表的亚太地区的保守型何以美国为代表的开放型。
形成这一特点的原因在于长期的封建主义小农经济下，收入及不稳定，受气候、地形、突发事件的影响，这决定了中国人的保守，形成了特有的价值观和价值取向。
近几年来，中国有些地区也提前消费，但在广大农村地区，“借贷消费”的思想仍难以接受；再加上国内保险市场开发比较晚，发展相对落后，农村保险更是一片空白，农户无法通过保险市场来转移面临的风险，降低自身的不确定性。
这在客观上决定了居们采取谨慎的态度。
“未雨绸缪”胜过“寅吃卯粮”；再者，中国传统理学强调存天理灭人欲，佛教主张人不能贪图享乐，这些也促使中国人形成了保守的思想。
相反，以美国为代表的资本主义国家追求‘‘金钱至上，唯利是图，及时行乐”的现实主义，倡导个人自我主义；另一方面。
现代银行体系在西方得到了充分发展，这在客观上决定了其金融体系能通过自身机制调节供应关系，是资金链条不会因为全民提前消费而断裂。
但又是供需矛盾无法调和时会出现严重的经济危机。
这就是中外消费者消费观不同的根本原因。
基于不同的消费观念，消费行为也有明显差异。
家庭观念，亲代关系会消费行为。
曾经有人这样总结过中国老太和外国老太：中国老太忙忙碌碌一辈子，为子女买房买车，攒钱，不舍得为自己投资，最后会获得一场盛大的葬礼；外国老太会花钱，为自己投资、旅游，最后满足的死去。
这样的总结也许不是用于每一个人，但反映了一代人的消费心理，都是从子女出发的。
为美好的明天做准备，而外国“花明天的钱，圆今天的梦”，他们大多不会为子女买房买车，子女成年后便很独立，不愿过多依赖父母。
文化差异论文：文化差异对消费的干扰概述
文化差异论文：文化差异对消费的干扰概述本文他们在行为、言论、思想上都追求标新立异、独树一帜，认为保持一致、顺其自然是个体人格丧失的表现。
(五)人际关系的差异———仁义对人与利益为上中国的传统文化以儒家思想为核心。
根据儒家的原则，基于共同利益上的社会关系非常重要。
中国人受传统文化的影响，强调人与人之间的感情交流，注重情义，轻视物质利益。
在这种独具特色的中国文化中，人情占很重要的地位，这种现象致使中国人把人们之间的交情或友谊看成是最重要的，为了友谊而牺牲物质财富也是理所当然的。
美国文化主要承袭了基督教中的新教思想，等级观念淡薄。
美国人主张个人利益高于一切，追求人人平等和个体的优先地位。
与中国人的重情重义不同，美国人崇尚个人自由，强调个人潜力的发挥、个人目标的实现及个人利益的追求［3］。
由于强调外在的、个人的、权利的、功利的东西并且崇尚竞争的个人主义，美国人在争取个人利益和福利时会采取主动的方式，与人打交道时十分直接，人与人之间多为互利关系，人情较为淡漠。
由中美文化心理差异的比较可以看出，中国的文化尊崇天人合一的世界观，性本善的人性论，集体主义的价值观，主张过去价值取向，具有追求稳定的民族性格;美国的文化则崇尚天人相分的世界观，性本恶的人性论，个人主义的价值观，主张未来价值取向，具有喜爱冒险、追求多元化的民族性格。
而文化又是影响消费者行为最持久、最广泛和最深入的环境因素。
不同国家有着不同的文化，作为文化内核的价值观、信念等将长久地影响着本文化群体成员的态度和行为［4］。
因此，同一国家的消费者在消费需要、消费对象、消费决策、消费时机等方面会表现出共性，而不同国家的消费行为模式则表现出很大的差异性。
中美消费行为的差异及其原因分析文化中的各个要素，影响消费者的观念，进而影响到消费者的行为。
中美文化之间的差异，造成了中美两国消费者消费行为的差异。
(一)消费需要的差异消费是由人的需要推动的，是人的需要的一种主观的选择形态和特定的满足方式。