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Echiche omenala ndị ahịa

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Echiche omenala ndị ahịa
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Nke Consumer Culture Theory (CCT) bụ ọmụmụ nke oriri site na ọha mmadụ na omenala, megidere nke akụ na ụba ma ọ bụ nke uche .

CCT anaghị enye echiche dị n'otu dị ukwuu kama "na-ezo aka na ezinụlọ nke echiche echiche nke na-eleba anya na mmekọrịta siri ike dị n'etiti omume ndị ahịa, ebe ahịa, na nkọwa omenala". [1] N'ịtụgharị uche n'oha obodo ndị na-eme n'oge ochie, CCT na-ele ihe pụtara omenala anya dị ka ọtụtụ na nke kewara ekewa [2] ya mere na-ele omenala anya dị ka njikọ nke otu dị iche iche na ihe ọ pụtara, kama ịmepụta otu (dịka omenala America).

A na-ele omenala ndị na-azụ ahịa anya dị ka "nhazi mmekọrịta nke mmekọrịta dị n'etiti omenala ndụ na ihe onwunwe ọha na eze, n'etiti ụzọ ndụ bara uru na ihe atụ na ihe onwunwe nke ha na-adabere na ya, na-edozi site n'ahịa" [3] na ndị na-azụ ahịa dị ka akụkụ nke njikọ jikọrọ ọnụ. usoro ngwaahịa na ihe onyonyo emepụtara n'ahịa nke ha na-eji wulite njirimara ha na ịhazi mmekọrịta ha na ndị ọzọ. [4] Evolushọn a na-emesi mmekọrịta dị mgbagwoju anya n'etiti teknụzụ, omume ndị ahịa, na mmepụta omenala na ọha mmadụ nke oge a. [5]

Usoro

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Enwere echiche na-ezighi ezi nke ndị mmadụ na-abụghị ndị nyocha CCT na-eche na ngalaba a gbadoro ụkwụ na ọmụmụ ihe gbasara oriri . [1] Ọnọdụ ọmụmụ ihe echefuru echefu, dị ka subculture Harley-Davidson [6] ma ọ bụ ememme Burning Man [7] nwere ike kpalite echiche a, nke dị anya na ebumnuche mmepe nke ụlọ akwụkwọ echiche a.

A na-ejikọta CCT na usoro qualitative, dị ka ajụjụ ọnụ, ihe ọmụmụ ikpe, ethnography, na netnography, [8] n'ihi na ha kwesịrị ekwesị iji mụọ ihe gbasara ahụmahụ, mmekọrịta ọha na eze na omenala nke oriri. Agbanyeghị, ndị nyocha CCT na-eji ụzọ dị iche iche [1]

Mpaghara ọmụmụ

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Arnould & Thompson [1] akọwapụta mmemme nyocha anọ na CCT:

  • Ọrụ njirimara ndị ahịa, dị ka Schau & Gilly [9] ọmụmụ na ebe nrụọrụ weebụ nkeonwe, nke mụọ ka ndị na-azụ ahịa si emepụta onwe ha ọnụ site na ihe ndị ahịa na-emepụta.
  • Omenala ebe ahịa. Ọmụmụ ihe ndị a na-ele ndị na-azụ ahịa anya dị ka ndị na-emepụta omenala. Ụfọdụ ọmụmaatụ gụnyere subcultures nke oriri, [6] brand, [10] na ebo ndị na-azụ ahịa . [11] [12]
  • Echiche n'ọma ahịa na-agbachitere ọnụ ahịa na atụmatụ nkọwa nke ndị na-azụ ahịa, dị ka Kozinets [7] ọmụmụ nke Ememme Burning Man, nke lere anya n'echiche na njirimara ndị ahịa na-emetụta ijikọ ụwa ọnụ akụ na ụba na omenala yana otu usoro ngwaahịa omenala si eduzi ndị na-azụ ahịa n'ebe ụfọdụ echiche ma ọ bụ njirimara. oru ngo.
  • Usoro ihe oriri sociohistoric, dị ka Holt [13] ọmụmụ nke lere anya mmetụta nke isi obodo na nhọrọ oriri .

Edensibia

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  1. 1 2 3 4 Arnould, E. J. (2005). "Consumer culture theory (CCT): Twenty Years of Research". Journal of Consumer Research. 31 (4): 868–882. doi:10.1086/426626.
  2. ↑ Firat, A. F. (1995). "Liberatory Postmodernism and the Reenchantment of Consumption". Journal of Consumer Research. 22 (3): 239–267. doi:10.1086/209448.
  3. ↑ Lua error in Module:Citation/CS1 at line 2548: attempt to call field 'is_valid_date' (a nil value).
  4. ↑ Kozinets, R. V. (2001). "Utopian Enterprise: Articulating the Meanings of Star Trek's Culture of Consumption". Journal of Consumer Research. 28 (3): 67–88. doi:10.1086/321948.
  5. ↑ Shi, Yuntian (2023-12-28). "Consumer Behavior and Cultural Factors in Social Media: A Cross-Cultural Comparative Study". Advances in Economics, Management and Political Sciences. 63 (1): 271–277. doi:10.54254/2754-1169/63/20231435. ISSN 2754-1169.
  6. 1 2 Lua error in Module:Citation/CS1 at line 2548: attempt to call field 'is_valid_date' (a nil value).
  7. 1 2 Kozinets, Robert V (2002). "Can Consumers Escape the Market? Emancipatory Illuminations from Burning Man". Journal of Consumer Research. 29 (1): 20–38. doi:10.1086/339919. Retrieved 7 August 2010.
  8. ↑ Kozinets, Robert V. (February 1, 2002). "The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities". Journal of Marketing Research. 39 (1): 61–72. doi:10.1509/jmkr.39.1.61.18935. ISSN 0022-2437.
  9. ↑ Schau, H. J. (2003). "We Are What We Post? Self-Presentation in Personal Web Space". Journal of Consumer Research. 30 (4): 384–404. doi:10.1086/378616.
  10. ↑ Muniz, Albert M. (2001). "Brand Community". Journal of Consumer Research. 27 (4): 412–432. doi:10.1086/319618. ISSN 0093-5301.
  11. ↑ Goulding, Christina (May 24, 2013). "Learning to be tribal: facilitating the formation of consumer tribes". European Journal of Marketing. 47 (5/6): 813–832. doi:10.1108/03090561311306886. ISSN 0309-0566.
  12. ↑ Diaz Ruiz, Carlos A. (2020-01-01). "Assembling tribes: An assemblage thinking approach to the dynamics of ephemerality within consumer tribes". European Journal of Marketing. 54 (5): 999–1024. doi:10.1108/EJM-08-2018-0565. ISSN 0309-0566.
  13. ↑ Holt, D. B. (1998). "Does Cultural Capital Structure American Consumption". Journal of Consumer Research. 25 (1): 1–25. doi:10.1086/209523.
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