大学生消费价值观问卷的编制与实测研究

发布时间：2018-04-24 19:50

本文选题：大学生 + 消费价值观　；参考：《广西大学》2013年硕士论文

【摘要】：本研究在文献综述的基础之上,依据Holbrook的消费价值观理论,将大学生的消费价值观的操作性定义界定为：大学生对产品的一种相对的偏好,是产品和大学生之间的相互作用,是根据大学生在特殊情景中对产品间的比较产生主观的等级偏好。包含外部导向——内部导向和自我导向——他人导向两个导向,可以划分为经济型、社会型、愉悦型、利他型四个维度。根据消费价值观结构的构想,我们初步编制了调查问卷,并用问卷做了实测研究,得到的主要结论如下： 1.经过检验证明问卷具有较高的信效度,编制的过程按照心理学的基本要求,能用于大学生的消费价值观的测量； 2.大学生价值观的结构分为5个维度,分别是社会型消费价值观、愉悦型消费价值观、利他型消费价值观、节约型消费价值观、质量型消费价值观； 3.大学生消费价值观在各个维度的得分顺序为：质量型利他型节约型愉悦型社会型； 4.大学生消费价值观在是否为独生子女、城乡差别、年级、家庭收入、月生活费等人口统计因素特征方面存在差异,总体来看大学生消费价值观是健康且务实的； 5.大学生消费群体可以分为茫然消费型、面子理性型、面子自私型、完美消费型； 6.本研究依据消费价值观的研究成果,对大学生的健康消费从学校教育、市场营销及大学生自身修养的角度提出了一些建议及对策。
[Abstract]:On the basis of literature review and according to Holbrook's theory of consumption values, this study defines the operability of college students' consumption values as a relative preference for products, which is the interaction between products and college students. Is according to the university student in the special situation to the product comparison produces the subjective rank preference. It can be divided into four dimensions: economic, social, pleasurable and altruistic. According to the concept of the structure of consumption values, we have preliminarily compiled the questionnaire and made a practical study with the questionnaire. The main conclusions are as follows: 1. It is proved that the questionnaire has high reliability and validity. The process of compiling the questionnaire can be used to measure the consumption values of college students according to the basic requirements of psychology. 2. The structure of college students' values is divided into five dimensions: social consumption values, pleasure consumption values, altruistic consumption values, economical consumption values and qualitative consumption values. 3. The order of college students' consumption values in each dimension is: quality, altruism, economy, pleasure, society; 4. The consumption values of college students are different in terms of whether they are only children, urban and rural differences, grades, family income, monthly living expenses and other demographic factors. In general, the consumption values of college students are healthy and pragmatic; 5. College students' consumption group can be divided into blankness consumption type, face rational type, face selfishness type, perfect consumption type; 6. Based on the research results of consumption values, this study puts forward some suggestions and countermeasures for the healthy consumption of college students from the perspectives of school education, marketing and college students' self-cultivation.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G641

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