Behavioral and Psychological of the Metamorphosis of Hedonistic Consumption in Asian Cultures - With a Focus on Young Consumers (Z Generation)

The article is a rigorous review-type article covering the areas of market analysis, consumer behavior, consumer psychology, parts of psychology and sociology. The research focus is to analyze the metamorphosis of hedonistic consumption of Western origin into Asian culture from the perspective of consumer behavior and psychology. This can be interpreted as the meaning of hedonistic consumption among the younger generation in contemporary society, the consumer psychology behind it, the manifestation of this hedonism in consumer behavior, and the possible or actual deformations of this hedonism in the context of Asian culture (both positive and negative), with in-depth analyses to deduce the causes or influencing factors of these deformations. At present, hedonistic consumption is found in both Eastern and Western countries, but due to the differences in the cultural backgrounds of consumers, hedonistic consumption in Asian culture must be different from that of Western in terms of behavioral patterns and psychological activities, and few studies are focusing on the differences and the reasons for the differences. The present study will adopt the method of literature review to read the literature on hedonistic consumption and consumption in the context of Asian culture in terms of behaviors and psychology and integrate the data analysis of the metamorphosis of hedonistic consumption under Asian culture and make a reasonable conjecture on the reasons for the metamorphosis. The article expects to use this research as an entry point for further expansion in the future in order to draw attention to the potential influence of culture on consumer behavior.