中国青少年从众性消费行为实证研究  

An Empirical Study on Conformity Consumption's Motivation of Chinese Adolescents

作　　者：姜岩[1] 

机构地区：[1]大连交通大学管理学院,辽宁大连116028

出　　处：《北京青年政治学院学报》2010年第4期3-10,共8页Journal of Beijing Youth Politics College

基　　金：辽宁省社会科学规划基金项目<辽宁城市青少年从众性消费行为实证研究>(批号:L08DRK016)

摘　　要：从众性消费是指消费者在现实生活中受到团体的购买行为、评价与意图所影响,进而改变自己对产品的评价、购买意图与消费行为,以符合团体期望。基于青少年是所有年龄群体中最可能迫于从众压力的人群这一观点,以大连市中学生为研究对象,探讨青少年从众性消费行为的动机。发现个人特性、群体特性、品牌特性和情境特性各指标对青少年从众性消费行为具有显著的正向影响,服从与驯服这一个人特性对从众性消费行为影响最大,其余依次是社会大众、媒体曝光率、同伴群体、品牌知名度、自信与自尊。性别差异不会对从众性消费行为产生影响。最后指出了研究的局限与未来研究的建议。Conformity consumption is a change in consumers’ product evaluations,purchase intentions,or purchase behaviors as a result of exposure to the evaluations,intentions,or purchasing behaviors of referent others so as to meet the group’s expectation.This paper takes the middle school students in Dalian city as the object of study and discusses their conformity consumption’s motives.The study discovers that the individual characteristics,the group characteristics,the brand characteristics and the situation characteristics have the remarkable influence to the adolescents’ conformity consumption behavior.Moreover,Compliance and submissiveness in the individual characteristics have the biggest in？ uence upon conformity consumption behaviors,the next is popular culture,exposure rates on the media,peer group,brand familiarity,self-conf idence and self-esteem.The sexual difference hasn’t in？ uence on conformity consumption.The paper points out the research limitation and research suggestion in the future in the end.

关 键 词：青少年 消费心理 从众性消费 

分 类 号：C913.5[经济管理]