嵌入性消费：理解熟人社会消费机制的一个视角——以农村“办酒”为例
Embedded Consumption:A Perspective for Understanding the Consumption Mechanism of Acquaintance Society ——Rural “Invite to Dinner” as an Example

基于农村熟人社会的特性，以农村“办酒”消费为切入点，采用案例分析研究农村社会的消费机制，结果发现，在村庄这个熟人社会中，“办酒”不仅受到个人理性影响，还受到社会结构、社会规范和社会文化的影响。研究结论表明，农村熟人社会的消费机制不但是由消费者的个人行为构成，而且要与所处的具体情境类型相匹配，体现出与环境的合宜性，行动的理性要受到社会环境约束，因此，个人的消费实际上是嵌入到社会之中，表现为一种“可预测的消费”。
Based on the characteristics of rural acquaintance society and the rural consumption of “invite to dinner”,this article analyzed specific cases to study the consumption mechanism of rural areas and found that in the village dominated by the culture of acquaintance,“invite to dinner” was affected not only by the individual rationality,but also the social structure,social norms and culture.This article showed that the consumption depended not only on personal choices but also specific situations to show the compatibility to environment.Rational behavior is subject to social and environmental constraints.Thus,personal consumption,expressed as a "predictable consumption",is actually embedded into the society.