太原市在校大学生消费行为研究

发布时间：2018-01-18 13:06

本文关键词：太原市在校大学生消费行为研究　出处：《山西财经大学》2012年硕士论文　论文类型：学位论文

【摘要】：山西太原作为中部地区的经济核心之一，汇集了30万的在校大学生。他们思想活跃，敢于创新，对新事物敏感；与发达区域的大学生相比，他们又相对保守，资讯落后，敏感于更多的纠结与矛盾中。这样数量庞大、身份特殊、行为特色的大学生构成了独具特色的消费群体，然而，对其消费行为的研究滞后使得高校的大学生消费引导与教育变得主观与茫然。基于此，本研究本论文正是以太原大学生作为研究对象，采用发放问卷、跟踪调查、访谈等多种方式，运用定性研究与定量研究相结合的方法，对其消费行为现状、原因以及大学生消费行为的发展趋势，进行全面系统分析，并对如何利用研究所得的信息进行建议。研究认为，太原的大学生消费行为，既有大学生消费行为的鲜明烙印，又分明受地域特色的影响。太原大学生的消费水平基本合理，但仍有超高消费等局部不合理存在；消费结构总体以基本生活消费和学习消费为主，消费项目存在差异；消费方式表现出分明的“吃喝”、“AA”、“网购”、“自助”、“刷卡不透支”等特点；多种相互矛盾的消费理念并存，整体而言，并不十分成熟。研究认为，以动机、学习、认知与自我概念为主的内部因素以及文化、家庭、参照群体、媒体宣传为主的外部因素决定了太原大学生的消费行为。内部，生理性消费动机、适应性消费动机、期望性消费动机和定位性消费动机四大类动机，总体呈现由弱到强的走势，影响大学生的消费行为。外部，太原城市文化的复杂性、模糊性、矛盾性以及深受影响的大学亚文化为太原大学生消费者设定了消费行为的边界，引起大学生消费行为的地区差异。基于以上信息，建议，与大学生消费行为紧密相关的两大主体必须做出正确反应。高校需在“正确引导”的宗旨下，，与家庭、社会尤其是大众传媒协力行动，加强大学生消费道德教育、强化大学生理财素质与技巧，鼓励绿色消费。
[Abstract]:Shanxi Taiyuan, as one of the economic core of the central region, brings together 300,000 college students. They have active thoughts, dare to innovate and are sensitive to new things. Compared with the university students in developed regions, they are relatively conservative, backward information, sensitive to more entanglement and contradiction. The characteristic college students form a unique consumer group, however, the research on their consumption behavior lags behind, which makes the college students' consumption guidance and education become subjective and confused. Based on this, this study is based on Taiyuan University students as the research object, using questionnaires, follow-up surveys, interviews and other methods, the use of qualitative and quantitative research methods. This paper makes a comprehensive and systematic analysis of the current situation of consumption behavior, the reasons and the development trend of college students' consumption behavior, and gives some suggestions on how to make use of the information obtained from the study. The study holds that the consumption behavior of college students in Taiyuan is influenced by the characteristics of the region as well as the distinct imprint of the consumption behavior of the university students. The consumption level of Taiyuan college students is basically reasonable. However, there are still some local unreasonable existence such as ultra-high consumption; The consumption structure is based on basic living consumption and learning consumption, and there are differences in consumption items. Consumption mode shows distinct characteristics of "eat and drink", "AA", "online shopping", "self-help", "swipe card not overdraft" and so on; Many kinds of contradictory consumption idea coexists, overall, is not very mature. The study believes that the internal factors of motivation, learning, cognition and self-concept, as well as the external factors of culture, family, reference group and media propaganda, determine the consumption behavior of Taiyuan college students. Physiological consumption motivation, adaptive consumption motivation, expectation consumption motivation and positioning consumption motivation four kinds of motivation, the overall trend from weak to strong, affect the consumption behavior of college students. The complexity, fuzziness, contradiction and the influence of the university subculture of Taiyuan city culture set the boundary of the consumption behavior for the consumers of Taiyuan university students, and caused the regional difference of the consumption behavior of the university students. Based on the above information, it is suggested that the two subjects closely related to the consumption behavior of college students must make a correct response. Under the aim of "correct guidance", colleges and universities should cooperate with the family, society, especially the mass media. Strengthen college students' consumption moral education, strengthen college students' financial management quality and skills, encourage green consumption.
【学位授予单位】：山西财经大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G641

【参考文献】