大学生网络购物的自我认同建构研究-社会学专业论文.docx

Classified Index: C913.3 U.D.C: 316 Dissertation for the Master Degree in Law RESEARCH ON SELF-IDENTITY CONSTRUCTION OF COLLEGE STUDENTS ONLINE SHOPPING Candidate: Li Li Supervisor: Prof. Tang Kuiyu Academic Degree Applied for： Master of Law Speciality： Sociology Affiliation： School of Humanities and Social Sciences Date of Defence： July, 2010 Degree-Conferring-Institution： Harbin Institute of Technology 哈尔滨工业大学法学硕士学位论文 哈尔滨工业大学法学硕士学位论文 - - I - 摘 要 随着互联网的迅速发展，网络购物越来越受到人们的关注。它作为一种 不同于传统购物的新兴消费形式，正以其独特的力量改变着社会生活的方方 面面。作为白领阶层后备军，大学生是网络购物中的最主要群体，其参与网 络购物具有深刻的社会学意义。 本文从社会学的视角研究大学生网络购物自我认同的建构。消费社会学 起源于研究传统购物形式，网络购物的出现丰富了消费社会学的研究领域。 本文从消费社会学的认同视角研究大学生网络购物行为，通过剖析社会层面 的自我认同和个人层面的自我认同在大学生网络购物的呈现和建构，从自我 认同的四个视角——自我阶层认同、自我群体认同、自我个性认同、自我品 味认同——认识网络购物的社会学意义。本研究属于定性研究，采取个案研 究法，通过偶遇法和滚雪球法在哈工大在校生中挑选 12 个典型个案，采用深 度访谈法和虚拟田野作业等方法收集资料。 本研究发现，网络购物作为一种新型消费形式，是对传统消费形式的继 承和创新，消费社会学中的自我认同理论适用于网络购物。在大学生网络购 物中，网络购物满足大学生符号性、体验性和功能性需求；自我认同是社会 面向和个人面向的整合；自我认同是一个不断建构的过程。 关键词：消费；网络购物；自我认同；大学生 - - II - Abstract With the rapid development of Internet, online shopping attracts more and more attention. It is a new pattern of consumption, which is so different from the traditional shopping, becoming the special power to change every aspect of social life. As a reserve force of white-collar, college students is the most important groups in online shopping whose participations have profound sociological significance. From the sociological perspective, the text researches on Self-Identity Construction of college students online shopping. Sociology of Consumption originates in the form of tradit ional shopping. The emergence of online shopping enriches the sociological research field. From Self- Identity in the Sociology of Consumption, the text studies the online shopping behaviors of college students, through the analys is of the social dimension and individual levels of Self- Identity in students and builds the presentation of online shopping, from the perspective of four self- identity, self-class