Volume 29, Issue 1
DOI: 10.24205/03276716.2020.167
PSYCHOLOGICAL PREFERENCE OF CONSUMER BEHAVIOUR IN LATE QING DYNASTY
Abstract
During the late Qing Dynasty, the psychological preference of consumers in business activities changed significantly with the society, politics, economy and culture. To identify the psychological preference of consumer behaviour in that period, this paper analyses the consumer life styles in the late Qing Dynasty and discusses the relationship between consumer psychological preferences and life styles, referring to relevant literature and the consumer behaviour theory. The results show that, in the late Qing Dynasty, consumers become increasingly favourable of new things, and increasingly dependent on advertising; with the social development, the consumers raise a growing demand for the use value of products; the psychological preference of consumers are easily affected by the popularity of products; the main influencing factors of psychological preference of consumers include social and political environment, type of products, and cultural environment. The research findings lay the basis for further studies on the relationship between the business model and consumption features of the late Qing Dynasty.
Keywords
Late Qing Dynasty, Consumer Behaviour, Western Food, Tea House, Psychological Preference.