大学生消费价值观与消费决策风格:从众心理的中介效应  

Consumption values and consumption decision-making styles of college students:Mediating effect of consumption conformity psychology

作　　者：聂顺婷 郑允佳[2] NIE Shunting;ZHENG Yunjia(Minnan Normal University,Zhangzhou 363000,China)

机构地区：[1]闽南师范大学,福建漳州363000 [2]广东金融学院,广东广州510521

出　　处：《中国健康心理学杂志》2020年第6期925-929,共5页China Journal of Health Psychology

基　　金：广东省教育科学规划课题(编号:2018GXJK123)。

摘　　要：目的:考察大学生消费价值观与消费决策风格之间的关系,以及消费从众心理在二者之间的中介效应。方法:采用消费决策风格问卷、消费价值观问卷与消费从众心理问卷对312名大学生进行调查。结果:①消费决策风格及其非理性导向在是否独生子女上差异显著(t=-2.095,-3.649;P<0.01);享乐导向在年级(F=3.776,P<0.05)上差异显著;消费决策风格(F=3.767,P<0.05)及其享乐导向(F=5.072,P<0.01)在月可支配零花钱水平上差异显著;②消费价值观分别与消费从众心理(r=0.42,P<0.001)、消费决策风格(r=0.57,P<0.001)存在显著正相关;消费从众心理与消费决策风格也存在显著正相关(r=0.40,P<0.001);③消费从众心理在消费价值观与消费决策风格之间的部分中介效应显著(间接效应值=0.08,SE=0.02,95%置信区间:[0.04,0.13])。结论:大学生消费价值观影响消费决策风格,且部分影响通过消费从众心理起作用。Objective:To investigate the role of college students’ consumption values in consumption decision-making styles,and the mediating effect of consumption conformity psychology.Methods:A total of 312 college students were surveyed with Consumption Decision-making Style Questionnaire,Consumption Value Survey,and Consumption Conformity Psychology Questionnaire.Results:① Consumption decision-making styles(t=-2.095,P<0.05)and its irrational orientation(t=-3.649,P<0.001)were significantly different in whether only one-child;hedonic consciousness was significantly different in grades(F=3.776,P<0.05);Consumption decision-making styles(F=3.767,P<0.05)and its hedonic consciousness(F=5.072,P<0.01)were significantly different in the monthly levels of disposable pocket money;② Consumption values were significantly and positively correlated with consumption conformity psychology(r=0.42,P<0.001)and consumption decision-making styles(r=0.57,P<0.001);And consumption conformity psychology was significantly and positively correlated with consumption decision-making styles(r=0.40,P<0.001);③ Consumption conformity psychology showed a significant partial mediating effect between consumption values and consumption decision-making styles(indirect effect=0.08,SE=0.02,95%CI:[0.04,0.13]).Conclusion:The consumption values affect college students’ consumption decision-making styles,and part of the effect is attributed to consumption conformity psychology.

关 键 词：大学生 消费价值观 消费决策风格 消费从众心理 

分 类 号：R395.9[哲学宗教—心理学]