炫耀性消费目前成为许多中国入消费行为的重要表现形式之一。然而,这一现象还未引起营销学者的充分重视。本文从营销学的角度对炫耀性消费理论作出回顾与评析,指出炫耀性消费行为研究的理论意义和实践意义,并提出了未来的研究方向。 Conspicuous consumption is now one of the most important forms of consumer behavior in many Chinese countries. However, this phenomenon has not attracted the full attention of marketing scholars. This article reviews and comments on the conspicuous consumption theory from the perspective of marketing and points out the theoretical and practical significance of conspicuous consumption behavior research and puts forward the future research directions.