わが国の成熟社会における消費の意味についての再考察 : 21世紀における消費の新たな展開

概要

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This study proposes what consumption means in the matured society of Japan. In the matured society of Japan, Japanese consumers have been physically satisfied their needs with products. On the other hand, they find it hard to satisfy the mental empty with them. Under the situation, the meaning of consumption has changed and varied in the matured society. And consumers consume not only the value of utility with products but also the process in consumption. Consumption of the something invisible takes place through the semiotical consumption. The development of information technology, the so-called Internet, emerges and consumers form Brand Community in order to make their consumption affluent. Finally, Japanese consumers seem they have reached the new meaning of consumption in the 21st century through Brand Community. It is the consumption of the process that Brand Community creates relationships between consumers and the brad and between consumers. The consumer behavior analysis adds seeking for the something next to consumer needs as well as seeking for consumer needs to its aim.
2005-11-12