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Exploration of the Forming Factors of Individual Consumption Concept and Its Mechanism

DONG Ya-li,LIU Jun-zhi(School of Management,Lanzhou University,Lanzhou 730000,China)  
The construction of group consumption concept is the result of socialization process of individual consumption concept.Individual consumption concept has otherness,but the internal and the external factors influencing individual consumption concept have universality.The internal factor is the basic condition for the formation of individual consumption concept,which includes personal qualities,psychological characteristics and traditional culture.The external factor is a necessary condition for the existence and development of individual consumption concept,which includes popular culture,culture of consumerism,business culture,advertisements and fashion.The interactive mechanism of the internal and external factors construct individual consumption concept.
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