中国情境下炫耀性消费动机与行为研究

发布时间：2018-03-23 04:26

本文选题：炫耀性消费　切入点：消费动机　出处：《内蒙古大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着中国经济快速发展,人民生活水平不断提高,消费意识和消费理念不断觉醒与更新,人们对商品和服务的需求已不再局限于实用功能上的满足,而更希望通过特定的消费行为来满足心理上的诉求。炫耀性消费就是当前中国社会一种具有代表性的消费现象,旨在通过消费达到展示地位、财富和品位等目的。此外,由于中国具有独特的社会文化背景,使得炫耀性消费在中国演化出更为复杂的动机和多样的消费形态。本研究就是在这种大背景下,试图对中国情景下的炫耀性消费进行系统研究,以达到明确炫耀性消费的概念,探索炫耀性消费的动机,验证炫耀性消费行为的形态,发现其动机与行为之间的相互关系。本文通过对相关文献的大量研读,提出了包含地位、从众、社交、面子、挥霍卖弄、享乐、品味和个性八个动机以及内隐性炫耀和外显性炫耀两种消费形态的研究假设模型。在研究方法上,本文在前人的研究基础上,通过深度访谈进行定性研究,通过问卷调研收集数据,并结合数据利用SPSS21.0和Amos21.0软件,构建结构方程模型进行定量的实证研究,以验证假设模型。通过研究得出以下结论,炫耀性消费行为的形态可以分为内隐性炫耀和外显性炫耀两种形态；炫耀性消费的动机包括地位、从众、社交、面子和品位,且不同动机对于内隐性和外显性炫耀消费行为具有不同的影响；结合实证研究的结果对炫耀性消费的概念进行了更明确的界定。此外,本文剖析了研究中存在的局限与问题,对未来有关中国炫耀性消费的研究起到了一定的启示和借鉴作用。
[Abstract]:With the rapid development of Chinese economy, improve people's living standards, consumer awareness and consumption concept of awakening and renewal, demand for goods and services is no longer confined to meet the practical function, but also hope that through the specific consumption behavior to meet the psychological demands. Conspicuous consumption is the current society with a Chinese the representative consumer phenomenon, aims to achieve the display of consumption status, wealth and taste. In addition, because Chinese has unique social and cultural background, the conspicuous consumption in China evolved more complex motives and diverse consumption patterns.
This research is in this context, attempts to make a systematic research on Chinese scenarios of conspicuous consumption, in order to achieve a clear conspicuous consumption concept, to explore the motivation of conspicuous consumption, conspicuous consumption behavior verification form, find the relationship between motivation and behavior. This paper by reading a large number of relevant literature, which contains the status, conformity, social, face, waste to enjoy, taste and personality of eight motivation and implicit and explicit hypotheses show off models of two kinds of consumption patterns. In the research method, on the basis of previous research, qualitative research through the depth interviews to collect data by questionnaire the investigation, combined with the data using SPSS21.0 and Amos21.0 software, the empirical study on the model of quantitative structural equation model, to verify the hypothesis model.
The study concluded that conspicuous consumption behavior patterns can be divided into implicit and explicit show off two forms; conspicuous consumption motivation includes status, social conformity, and face, grade, and different motivation for implicit and explicit show consumption behavior has different effects on the empirical research; the results are more clearly defined on the concept of conspicuous consumption. In addition, this paper analyzes the limitations and problems existing in the research, for the future research on China conspicuous consumption plays a role of inspiration and reference.

【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F126.1;F713.55

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