奢侈品消费对高校大学生价值观的影响

发布时间：2018-04-03 06:01

本文选题：奢侈品　切入点：消费　出处：《河南理工大学》2012年硕士论文

【摘要】：奢侈品消费是中国消费者的一种重要的消费现象，绝大多数人对奢侈品的态度通常都比较矛盾。一方面，从道德上予以鄙夷，因为奢侈品是多余的，是奢靡生活的代名词，并且使用者往往都是处心积虑地搜刮社会财富的人；另一方面，内心却并不排斥对奢侈品的享受，尤其是在自身条件允许的情况下无不想尝试奢侈品的味道，因为奢侈品集中了最先进的技术、最和谐的产品美学以及个性化和人性化的品质内涵，它能刺激革新，创造工作机会，塑造品位和风格。人们的消费行为会对其价值观的形成产生很大的影响，价值观代表了人们最基本的信念，总体上影响一个人的态度和行为。人类的价值观同成长环境密切相关，社会环境决定了个体的学习历程、所扮演的社会角色、其他社会成员对个体的期望、所遭遇的正负强化，形成的能力等诸多方面。人们的行为选择、物品选择基于人们对不同行为、不同物品的价值判断。价值观研究早已成为消费者行为学中的一个组成部分。价值观代表深植于个人心里的一种信念，具有持续性质，在人格结构中扮演着重要角色，它指引个人行为。现在的大学生既是当前的“尚酷新族”，还会成为将来的“时尚新宠”与“财富新贵”，因此，研究奢侈品消费对高校大学生价值观的影响具有重要的现实意义。本文通过对当前高校大学生奢侈品消费的原因与现状分析，，提出了引导大学生树立正确消费价值观的具体策略，希望对当代大学生树立正确的价值观起到一点积极的引导作用。
[Abstract]:Luxury consumption is an important phenomenon of Chinese consumers.On the one hand, it is morally disdainful, for luxury is superfluous, a synonym for extravagant life, and the user is often a deliberate plunder for the wealth of society; on the other hand, the heart does not exclude the enjoyment of luxury,Especially when one's own conditions permit, you don't want to try the taste of luxury, because luxury has the most advanced technology, the most harmonious product aesthetics and personalized and humanized quality connotation, which can stimulate innovation.Create job opportunities, create taste and style.People's consumption behavior will have a great impact on the formation of their values, values represent the most basic beliefs of people, and generally affect a person's attitude and behavior.Human values are closely related to the environment of growth. The social environment determines the individual's learning process, the social role, the expectation of other social members to the individual, the positive and negative reinforcement encountered, the ability to form and so on.People's choice of behavior and choice of goods is based on the value judgment of different behaviors and different items.The study of values has long been an integral part of consumer behavior.Values represent a kind of belief deeply rooted in the individual's heart, which has the nature of persistence and plays an important role in the personality structure, which guides the individual behavior.The present college students are not only the current "cool new clan", but also the "fashion new favorite" and "wealth upstart" in the future. Therefore, it is of great practical significance to study the influence of luxury consumption on college students' values.Based on the analysis of the reasons and present situation of luxury consumption of college students at present, this paper puts forward some concrete strategies to guide college students to set up correct consumption values, hoping to play a positive role in guiding contemporary college students to establish correct values.
【学位授予单位】：河南理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G641

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