中国传统文化中“礼”文化对消费者购买决策的影响机制

The Influence Mechanism of ‘Li’ Culture in Traditional Chinese Culture on Consumer Purchase Decisions

摘要

研究目的在于剖析中国传统文化中“礼”文化对消费者购买决策的影响机制。通过综合分析与研究“礼”文化的内涵、特点及其在消费领域的渗透方式，深入探究其影响路径。“礼”文化塑造的价值观引导消费者产生特定消费动机，使其购买行为承载情感与社会意义；形成的消费习俗左右消费者购买选择，让其在特定情境下遵循传统规范；营造的社会氛围影响消费态度，使消费者受社会舆论、群体压力等因素左右；传承的教育方式影响消费认知，助力消费者形成正确消费观念。“礼”文化从多方面深刻影响消费者购买决策，理解该机制对企业营销和引导健康消费具有重要意义。

Abstract

The purpose of this study is to analyze the impact mechanism of ‘li’ culture in traditional Chinese culture on consumer purchasing decisions. By comprehensively analyzing and researching the connotation, characteristics of ‘li’ culture, and its infiltration methods in the consumption field, this study deeply explores its impact pathways. The values shaped by ‘li’ culture guide consumers to generate specific consumption motivations, making their purchasing behaviors carry emotional and social significance; the formed consumption customs influence consumers’ purchasing choices, leading them to follow traditional norms in specific situations; the social atmosphere created affects consumption attitudes, making consumers influenced by factors such as public opinion and group pressure; the inherited educational methods influence consumption cognition, helping consumers form correct consumption concepts. ‘Li’ culture profoundly influences consumers’ purchasing decisions from multiple aspects, and understanding this mechanism is of great significance for enterprise marketing and guiding healthy consumption.

关键词

传统文化 / “礼”文化 / 消费者 / 购买决策

Key words

Traditional culture / ‘Li’ culture / Consumers / Purchase decision

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