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—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。

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【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。