大学生消费动机调查与分析

发布时间：2018-04-25 05:11

本文选题：大学生 + 消费动机　；参考：《山东理工大学》2011年硕士论文

【摘要】：现在的大学生大部分出生于20世纪80年代后期及90年代初期,他们即将成为未来消费社会的主力军。对具有高等学历的大学生群体的消费进行研究,从消费动机角度来把握大学生的消费心理,进而引导大学生树立理性的消费动机,培养他们科学合理的消费心理和行为,有利于塑造良好的社会消费风尚和健康的消费潮流。本文主要使用的是文献法、访谈法以及问卷调查的方法对大学生消费动机展开研究。研究的目的是想通过对大学生消费动机的调查研究,总结出当代大学生群体的消费动机类型及影响因素,在此基础上重点从社会学、社会心理学、消费社会学的角度对大学生消费动机的类型和影响因素进行具体分析,最后针对群体中出现的非理性消费现象进行及时的干预、引导、教育,帮助大学生形成健康的消费观念。但在研究过程中发现,大学生消费动机的调研尚无可供参考使用的有效调查问卷,因此编制大学生消费动机类型调查问卷是本研究开展的一个前提。问卷的编制主要使用的是因素分析法和信度、效度检验,以便为进一步探讨大学生的消费动机乃至其影响因素提供科学有效的测量工具。从研究的创新性来看,首先是研究内容上的创新。目前对大学生的消费动机进行整体性研究的文献比较少,大多是针对某一领域进行的研究；其次是研究角度的创新。目前发现的几篇对大学生消费动机的研究,多是从心理学、管理学、营销学的视角进行的,而从社会学、社会心理学角度进行研究的很少；最后是研究方法的创新。以往的研究实证性研究较少,出现的几篇以调查分析为主的文章,与理论分析的结合不是很紧密,本文试图将定量研究与定性研究较好地结合起来。本论文的研究结论为： 1、大学生消费动机类型主要有务实型消费动机、发展型消费动机、享受型消费动机、自我表现型消费动机、从众型消费动机和冲动型消费动机。其中务实型消费动机和发展型消费动机属于理性消费动机,享受型消费动机、自我表现型消费动机、从众型消费动机和冲动型消费动机则属于非理性的消费动机。 2、大学生理性消费动机得分明显高于非理性消费动机,说明目前大学生的消费动机较为理性。从分条目来看,各消费动机平均数的大小顺序依次是：务实型发展型从众型自我表现型冲动型享受型,表明目前大学生消费都比较重实际,对享受型消费动机的认同度不高。 3、从人口学变量来看,性别、专业、年级、生源地、是否独生子女都在不同程度上对大学生的消费动机产生影响。从宏观影响因素来看,社会、学校、家庭和大学生自身也会对大学生的消费动机产生影响。具体来看,社会的文化环境和社会参照群体,学校的教育管理体制、所属群体和场域、惯习,家庭的人口结构、经济供给方式和消费观念、行为,大学生的群体心理因素和个性心理特征都在相当程度上影响大学生的消费动机的形成。 4、对大学生理性消费动机的教育与引导,在社会层面,首先对西方的消费文化资源要学会取舍；其次营造良好的消费环境；最后强化大众传媒的社会责任。在学校层面,首先运用高校课堂教育提高大学生在经济社会中的生存能力；其次制定规章制度,规范消费行为；最后充分发挥社工专业师生干预、引导的作用。在家庭层面,首先家庭要改变对子女的经济供给方式；其次父母、长辈要规范自身的消费行为。对于大学生自身,首先大学生要正确认识个性消费；其次建立合理的消费结构,养成良好的消费习惯。
[Abstract]:Most of the college students are born in the late 1980s and early 1990s , they are about to become the main force of the future consumer society . To study the consumption of college students with higher education background , the consumption psychology of college students is grasped from the angle of consumption motivation , so as to guide university students to set up rational consumption motivation and cultivate their scientific and reasonable consumption psychology and behavior , which is conducive to shaping good social consumption and healthy consumption trend .

This paper mainly uses literature method , interview method and questionnaire to study the motivation of college students ' consumption motivation . The aim of this research is to analyze the types and influencing factors of college students ' consumption motivation by investigating the consumption motive of college students .

At present , there are few documents on the whole research on the consumption motivation of college students , mostly aiming at some field .
Secondly , it is the research of the research angle . The research on the motivation of college students ' consumption has been carried out from the perspective of psychology , management and marketing , and seldom from the perspective of sociology and social psychology ;
Finally , it is the innovation of the research method . In the past , there are few studies on the empirical research , and several articles which are based on the investigation and analysis are not very close to the theoretical analysis . This paper attempts to combine quantitative research with qualitative research .

The conclusions of this paper are as follows :

1 . The types of consumption motivation of college students are mainly pragmatic consumption motivation , development consumption motivation , hedonistic consumption motivation , self - expression consumption motivation , self - expression consumption motivation , self - expression consumption motivation , self - expression consumption motivation , self - expression consumption motivation , self - expression consumption motivation and consumption motivation , which belong to irrational consumption motivation .

2 . The reason of college students ' rational consumption motive is obviously higher than that of irrational consumption motive . It shows that the consumption motive of college students is rational . From the point of view , the order of the average size of each consumption motive is : practical development type self - expression type of self - expression type , which indicates that the consumption of college students is more and more practical .

3 . From the demographic variables , sex , profession , grade , source land , whether the only child affects the consumption motive of college students in different degrees . From the macro - influence factors , society , school , family and college students themselves can influence the consumption motivation of college students . In particular , the social cultural environment and social reference group , the education management system of the school , the population structure of the family , the mode of economic supply and consumption , the behavior , the group psychological factors and the personality psychological characteristics of the college students all influence the formation of the university students ' consumption motivation .

4 . To educate and guide the students ' rational consumption motive , at the social level , firstly , we should learn from the western consumer culture resources ;
Secondly , create a good consumption environment ;
Finally , we should strengthen the social responsibility of the mass media . At the school level , first , use the college classroom education to improve the survival ability of college students in the society and society ;
Secondly , formulate rules and regulations and regulate the consumption behavior ;
At last , we give full play to the role of the intervention and guidance of social workers . At the family level , first , the family needs to change the way of economic supply to children ;
Secondly , parents and elders should regulate their own consumption behavior . For college students themselves , college students should know the individual consumption correctly ;
Secondly , a reasonable consumption structure is established and a good habit of consumption is formed .

【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：C913.3

【引证文献】