Abstract: With the sustainable and rapid development of Chinese economy, more and more people pay attention to the issue of consumption. Consumption, as a means for humans to meet individual needs, is determined by the subjective element of consumers, so it has the brand of culture more or less. Culture is an important factor which influences the consumption in customers’ behaviors or concepts. The paper aims to compare Chinese and American consumption conceptions from five aspects: conservatism and adventurism, future consumption and excessive consumption, frugality and enjoyment, practicability and form, collectivity and individuality from the perspective of culture. It reveals that the influences of geographic elements, social development, values and traditional family education as well as entertainments play a very important role in the formation of Chinese and American consumption conceptions. The study in this paper will help people further realize the different consumption conceptions in different cultural background, treat their own culture and consumption conceptions correctly and rationally and establish a correct concept of consumption.
Key Words: Chinese-American culture; consumption conception; differences; reasons