感知价值对新生代农民工炫耀性消费行为的影响机理研究

发布时间：2018-01-19 23:35

本文关键词： 新生代农民工感知价值地位关注社会比较信息关注度炫耀性消费行为　出处：《吉林大学》2015年硕士论文　论文类型：学位论文

【摘要】：近年来，新生代农民工对炫耀性消费的追求热度逐渐提升。他们关注着城市同龄人的生活品味，洞察着广告和传媒带来的品牌信息，期望着通过炫耀性消费这种行为获得社会认同，改善自身地位。由此可见，新生代农民工的炫耀性消费不仅是一个经济问题，更是一个社会问题，但国内学者对其研究较少，而对其研究将利于企业针对这个群体制定合理的营销战略，同时有助于政府制定有效政策解决其社会融入问题。本文以新生代农民工作为研究主体，以智能电子产品的消费情况作为研究内容，，从感知价值、地位关注和社会比较信息关注度方面探究感知价值对新生代农民工炫耀性消费的影响机理。结合问卷数据运用回归分析的方法实证检验感知价值与新生代农民工炫耀性消费的主路径，及地位关注的中介作用和社会比较信息关注度的调节机制两条辅路径。我国大部分学者从社会学、心理学领域对新生代农民工消费进行研究，而从消费者行为学领域对新生代农民工消费的研究尚不多见。本文在梳理和总结国内外学者对炫耀性消费研究的基础上，构建了感知价值对新生代农民工炫耀性消费的模型，借以研究地位关注在感知价值与炫耀性消费行为中的中介效应和社会比较信息关注度在两者之间的调节效应。得出的结论；（1）在新生代农民工群体中，顾客感知的社会价值、价格价值是部分刺激到地位关注，进而影响到炫耀性消费行为的；（2）新生代农民工的社会比较信息关注度越高，其感知的情感价值、社会价值、价格价值对炫耀性消费行为的影响就越强。由此，企业要想扩大产品在新生代农民工群体中的销售额，应不遗余力的加大自身产品品牌的价值内涵建设，加强奢侈品牌向下延伸，提升产品品牌知名度，还应该对不同的产品类别加强价值管理。政府应关注这个群体“城市化”进程中遇到的问题，并制定合理政策解决城乡二元体制问题，达到构建和谐社会的目的。
[Abstract]:In recent years, the new generation of migrant workers' pursuit of conspicuous consumption has gradually increased. They pay attention to the life taste of their urban peers, insight into the advertising and media brand information. From this we can see that the conspicuous consumption of the new generation of migrant workers is not only an economic problem, but also a social problem. However, domestic scholars have less research on it, and the research on it will be helpful for enterprises to formulate reasonable marketing strategy for this group and for the government to formulate effective policies to solve the problem of social integration. In this paper, the new generation of migrant workers as the main body of research, the consumption of intelligent electronic products as the research content, from the perceived value. The influence mechanism of perceived value on the conspicuous consumption of the new generation of migrant workers is explored in terms of status concern and social comparative information concern. Empirical Test of perceived value and New Generation migrant Workers with regression Analysis of questionnaire data. The main path of conspicuous consumption. And the mediating role of status concern and the adjustment mechanism of social comparative information concern. Most of the scholars in China have studied the consumption of the new generation of migrant workers from the field of sociology and psychology. However, there are few researches on the consumption of the new generation of migrant workers from the consumer behavior field. This paper summarizes the domestic and foreign scholars on the basis of conspicuous consumption. Construct the model of perceived value to the new generation of migrant workers conspicuous consumption. In order to study the intermediary effect of status concern in perceived value and conspicuous consumption behavior and the adjustment effect of social comparative information concern between the two. 1) in the new generation of migrant workers, the social value of customer perception and the value of price partly stimulate the attention of status, and then affect conspicuous consumption behavior; 2) the higher the attention of social comparative information of the new generation of migrant workers, the stronger the influence of perceived emotional value, social value and price value on conspicuous consumption behavior. Therefore, if enterprises want to expand the sales of their products in the new generation of migrant workers, they should spare no effort to increase the value connotation of their own product brands, strengthen the downward extension of luxury brands, and enhance product brand awareness. The government should pay attention to the problems encountered in the process of "urbanization" of this group and formulate reasonable policies to solve the problem of urban-rural dual system. To achieve the goal of building a harmonious society.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F713.55

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