Author(s)

Benxi Zhang

Corresponding Author

Benxi Zhang

ABSTRACT

The aim of this research is to analyze the different consumption patterns of luxury goods and counterfeit goods and understand the rationality of consumption choices. In this research, from the perspective of sociological manifestation of consumption, through literature research, in-depth interviews, and other methods, luxury consumption of post-80s and post-90s white-collar workers is explored. The influence factors on the consumption choice of counterfeit goods and authentic goods is compared, and the sociological manifestation of consumers' luxury goods choice from different perspectives is analyzed. The results show that from the perspective of consumers, copycat is a non-deceptive and independent choice, with relatively low price attraction and customized luxury brand pursuit. There are two modes of consumption dominance, one is producer-based dominance. The other is based on the dominant mode of consumers, to re-understand the essence and motivation of consumption in the binary copycat consumption mode, expand the connotation and extension of copycat concept, and understand the sociological performance of consumption. Therefore, the sociological expression of luxury choice based on the binary copycat consumption model enriches the understanding of the concept of consumption and helps people form a correct consumption choice.

KEYWORDS

Binary copycat consumption model, Luxury, Sociology of consumption, Fraudulence, Spiritual needs