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논문 기본 정보

자료유형
학술저널
저자정보
장가준 (동국대학교 경영대학) 전승우 (동국대학교)
저널정보
부산대학교 중국연구소 Journal of China Studies Journal of China Studies Vol.25 No.4
발행연도
2022.12
수록면
129 - 154 (26page)
DOI
https://doi.org/10.20288/JCS.2022.25.4.129

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초록· 키워드

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The purpose of this study was to investigate Chinese consumers’ practices related to consumer nationalism. Based upon Holt’s typology of consumer practices(1995), we analyzed how Chinese consumers perform consumer nationalism practices in a variety of ways for multiple reasons. To do so, we conducted in-depth interviews with 15 Chinese young adults living in mainland China. First, the results showed that participants explained and evaluated various consumer nationalism phenomena with their own interpretive framework. Most of them evaluated Guochao as evidence of the economic development of China and supported consumer boycotts of global brands. All participants appeared to be competent in performing political and banal consumer nationalism practices in everyday life in appropriate ways with regard to the integration related to construction of self-identity through consumption. Third, play is related to gaining joyful experiences in consumer nationalism practices. The participants were found to experience pleasure while interacting with others online and offline. Fourth, classification is deeply related to the acquisition of status. Most of the participants tried to avoid deviating from social norms, as they were aware of others’ attention on their nationalist consumption. It was also found that people uploaded videos and photos to gain popularity online. The results have several contributions to consumer nationalism research. This study showed a possibility that consumers would engage in consumer nationalism not as a result of their attitudes toward their nation, but in order to enjoy positive experiences or gain social status. Therefore, their nationalist attitudes or patriotism may develop as the result of their nationalist consumption practices.

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