[Last modified: October, 23 2024 12:22 PM]
Personal Experience and Research Interest
My research focuses on “socialized consumption,” aiming to explore how social media platforms, such as Instagram, TikTok, and Red, influence young people’s shopping decisions and identity construction. I will examine how these platforms, through sharing, recommendations, and showcasing consumption experiences, shape the purchasing habits and self-perceptions of young consumers. The research questions I aim to address include: How does socialized consumption influence young people’s shopping habits and decisions? How do social media platforms impact their identity construction? And how do peer interactions and recommendations affect shopping choices?
As a young person, I frequently use social media, and this behavior has become an integral part of my daily life. Before making purchases, I often browse shopping reviews on Red, especially when I see other young women posting photos of themselves trying on clothes or taking selfies. These posts often trigger a strong desire in me to purchase similar items. After making a purchase, I also share my experiences on the platform, hoping that my reviews can influence others’ shopping decisions. I can relate to the ways young people use social media for shopping, particularly how they express their identity through consumption. Some young people may buy products they are not genuinely interested in due to peer pressure. My personal experience has motivated me to explore the impact of social media on shopping behavior and identity construction further, and to investigate how social expectations conflict with individual preferences, affecting purchasing behavior.
Gender Bias in Shopping Behavior
As a woman, I hold a preconceived belief that women tend to spend more time browsing and researching before making a purchase, appearing smarter and more experienced, while men often seem more clumsy in this regard. At the same time, I also recognize that I am easily drawn to exaggerated titles and flashy advertisements. For instance, during the summer, I once saw my favorite influencer share her fall and winter wardrobe. Although I did not need the items at the time, I purchased several pieces in advance, only to forget about them later. These experiences have helped me better understand how social media influences young people’s purchasing decisions and encourages “over-consumption.” At the same time, I need to be mindful of how men engage with social media when browsing products, ensuring I do not fall into gender stereotypes when interpreting their behavior.
Cultural and Social Class Considerations
I share a similar cultural background with my research subjects (Chinese young consumers), which allows me to better understand their shopping habits and decision-making processes. However, I am aware that I may overlook differences in consumption patterns among people from other cultural backgrounds. Therefore, I must remain vigilant and not assume that Chinese consumption behavior is universal, while ignoring the differences between cultures.
Young people from different social classes may have varying purchasing power and shopping behaviors. Wealthier young people may be more inclined to buy luxury goods, while those under more economic pressure may focus more on discounts and promotional offers. In my research, I must avoid overly focusing on the consumption patterns of middle- and upper-income groups and consider how social class differences affect shopping behavior.
Additionally, some users are skilled at using search functions or algorithmic recommendations, while others may passively consume content. In my research, I will need to account for differences in users’ technological literacy and investigate how varying levels of digital proficiency impact consumer behavior on social media platforms.
Reflexivity in the Research Process
As an active social media user, I have an in-depth understanding of how socialized consumption operates, which gives me an advantage in analyzing how young people make purchasing decisions through social platforms. However, I am also aware that my personal biases, particularly those related to gender and social class, could lead me to overestimate the influence of social media. Therefore, I will maintain an open attitude during interviews and observations, avoiding over-reliance on preconceived assumptions. I will pay special attention to the differences in shopping behavior between male and female consumers on social media and consider the influence of social class on consumption habits, ensuring that my research does not focus solely on middle- and upper-class behaviors. As Lila Abu-Lughod has pointed out, positionality and cultural research are closely intertwined, reminding me that I must continually reflect on how my gender, cultural background, and personal experiences influence my data collection and interpretation, ensuring that I can encompass consumers from various backgrounds and identities, and present a comprehensive view of young people’s diverse consumption behaviors (Abu-Lughod, 1991).