当代大学生非理性消费行为归因研究  

Attribution research on irrational consumption behaviors of contemporary college students

作　　者：李艺[1] 杨月[1] 

机构地区：[1]沈阳工业大学管理学院,沈阳110870

出　　处：《沈阳工业大学学报（社会科学版）》2014年第5期428-434,共7页Journal of Shenyang University of Technology(Social Sciences)

基　　金：国家自然科学基金资助项目(70302162);教育部人文社会科学青年基金项目(13YJC630096)

摘　　要：非理性消费是零售企业利润的重要来源,受到学术界的广泛关注。大学阶段是个人品牌忠诚培养的关键期,因此大学生成为零售企业重要的目标顾客。以大学生为研究对象,根据生活方式对大学生群体进行分类,并试图从大学生类型和消费需要的角度揭示大学生非理性消费行为背后的购买动因。研究发现:非理性消费行为可以分为两个维度,即盲目消费和冲动消费;非理性消费需要分为成就需要、求异需要、求奇需要、求廉需要、社交需要、品牌需要和释压需要7个方面;求异需要和品牌需要导致盲目消费行为,成就需要、求奇需要、求廉需要、社交需要和释压需要是引起盲目消费行为和冲动消费行为的重要因素。本研究丰富了非理性消费行为理论,为企业更好地理解大学生消费行为提供理论支持,为以大学生群体为目标顾客的商家提供差异化营销建议,并针对不同类型的大学生制定个性化营销方案。Irrational consumption is an important source of profit of retail enterprises, which receives widely attention in academic field. College life is the key period of fostering personal brand loyalty, therefore college students become improtant target customers of retail enterprises. College students are taken as research objects, and categorized according to their life styles, and the purchasing motivation behind irrational consumption behaviors of them is tried to reveal from perspectives of the type and consumption demand of them. The research finds that irrational consumption behaviors can be devided into two dimensions, namely, blind consumption behaviors and impulsive consumption behaviors. Irrational consumption demands can be divided into seven aspects of achievement demand, difference-seeking demand, curiosity-seeking demand, cheap-seeking demand, sociality demand, brand demand and pressure-releasing demand. Difference-seeking demand and brand demand lead to blind consumption behaviors, while achievement demand, curiosity-seeking demand, cheap-seeking demand, sociality demand and pressure-releasing demand are important factors which lead to blind consumption behaviors and impulsive consumption behaviors. This research enriches theories of irrational consumption behaviors, offers theoretical support for enterprises to better understand the consumption behaviors of college students, provides differentiated marketing advices for the merchants whose target customer is college students, and makes personalized marketing plan according to different types of college students.

关 键 词：大学生 非理性消费 品牌忠诚度 消费需要 盲目消费 冲动消费 差异化营销 个性化营销 

分 类 号：F713.55[经济管理—市场营销]