A Study of Disposition and Identity Formation in Consumer Behavior.

本研究以消费过程中的处置行为与认同形成为研究对象。在研究1中，我们回顾了关于倾向、行为和认同的研究。这些研究表明，身份意识导致了三种类型的倾向行为。即1)转变自我形象，2)与新主人分享身份，3)使自我形象具有独特性。在研究2中，消费者在购买或拥有产品的过程中对自己的身份认同感兴趣。这种意识的不同影响了他们的气质决策。在研究3中，基于参与的倾向行为的参与意愿受到认同形成意识和节俭意识的结合的影响。

This study focuses on disposition behavior and identity formation in consumption process. In Study1, We review about disposition behavior and identity. These study suggest that consciousness of identity causes three types of disposition behavior. That is 1) Transforming self-image, 2) Sharing identity with new owner, and 3) making self-image with uniqueness. In Study 2, Consumer are interested in making own Identity during buying or having product. The differences of this consciousness affects momentum to them decision making of disposition. In Study 3, Intention of participation for participate based disposition behavior is affected by combination of consciousness of identity formation and frugal.