本文關(guān)鍵詞： 新生代農(nóng)民工 感知價(jià)值 地位關(guān)注社 會(huì)比較信息關(guān)注度 炫耀性消費(fèi)行為　出處：《吉林大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：近年來(lái)，新生代農(nóng)民工對(duì)炫耀性消費(fèi)的追求熱度逐漸提升。他們關(guān)注著城市同齡人的生活品味，洞察著廣告和傳媒帶來(lái)的品牌信息，期望著通過(guò)炫耀性消費(fèi)這種行為獲得社會(huì)認(rèn)同，改善自身地位。由此可見(jiàn)，新生代農(nóng)民工的炫耀性消費(fèi)不僅是一個(gè)經(jīng)濟(jì)問(wèn)題，更是一個(gè)社會(huì)問(wèn)題，但國(guó)內(nèi)學(xué)者對(duì)其研究較少，而對(duì)其研究將利于企業(yè)針對(duì)這個(gè)群體制定合理的營(yíng)銷(xiāo)戰(zhàn)略，同時(shí)有助于政府制定有效政策解決其社會(huì)融入問(wèn)題。 本文以新生代農(nóng)民工作為研究主體，以智能電子產(chǎn)品的消費(fèi)情況作為研究?jī)?nèi)容，，從感知價(jià)值、地位關(guān)注和社會(huì)比較信息關(guān)注度方面探究感知價(jià)值對(duì)新生代農(nóng)民工炫耀性消費(fèi)的影響機(jī)理。結(jié)合問(wèn)卷數(shù)據(jù)運(yùn)用回歸分析的方法實(shí)證檢驗(yàn)感知價(jià)值與新生代農(nóng)民工炫耀性消費(fèi)的主路徑，及地位關(guān)注的中介作用和社會(huì)比較信息關(guān)注度的調(diào)節(jié)機(jī)制兩條輔路徑。 我國(guó)大部分學(xué)者從社會(huì)學(xué)、心理學(xué)領(lǐng)域?qū)π律r(nóng)民工消費(fèi)進(jìn)行研究，而從消費(fèi)者行為學(xué)領(lǐng)域?qū)π律r(nóng)民工消費(fèi)的研究尚不多見(jiàn)。本文在梳理和總結(jié)國(guó)內(nèi)外學(xué)者對(duì)炫耀性消費(fèi)研究的基礎(chǔ)上，構(gòu)建了感知價(jià)值對(duì)新生代農(nóng)民工炫耀性消費(fèi)的模型，借以研究地位關(guān)注在感知價(jià)值與炫耀性消費(fèi)行為中的中介效應(yīng)和社會(huì)比較信息關(guān)注度在兩者之間的調(diào)節(jié)效應(yīng)。得出的結(jié)論；（1）在新生代農(nóng)民工群體中，顧客感知的社會(huì)價(jià)值、價(jià)格價(jià)值是部分刺激到地位關(guān)注，進(jìn)而影響到炫耀性消費(fèi)行為的；（2）新生代農(nóng)民工的社會(huì)比較信息關(guān)注度越高，其感知的情感價(jià)值、社會(huì)價(jià)值、價(jià)格價(jià)值對(duì)炫耀性消費(fèi)行為的影響就越強(qiáng)。 由此，企業(yè)要想擴(kuò)大產(chǎn)品在新生代農(nóng)民工群體中的銷(xiāo)售額，應(yīng)不遺余力的加大自身產(chǎn)品品牌的價(jià)值內(nèi)涵建設(shè)，加強(qiáng)奢侈品牌向下延伸，提升產(chǎn)品品牌知名度，還應(yīng)該對(duì)不同的產(chǎn)品類(lèi)別加強(qiáng)價(jià)值管理。政府應(yīng)關(guān)注這個(gè)群體“城市化”進(jìn)程中遇到的問(wèn)題，并制定合理政策解決城鄉(xiāng)二元體制問(wèn)題，達(dá)到構(gòu)建和諧社會(huì)的目的。
[Abstract]:In recent years, the new generation of migrant workers' pursuit of conspicuous consumption has gradually increased. They pay attention to the life taste of their urban peers, insight into the advertising and media brand information. From this we can see that the conspicuous consumption of the new generation of migrant workers is not only an economic problem, but also a social problem. However, domestic scholars have less research on it, and the research on it will be helpful for enterprises to formulate reasonable marketing strategy for this group and for the government to formulate effective policies to solve the problem of social integration. In this paper, the new generation of migrant workers as the main body of research, the consumption of intelligent electronic products as the research content, from the perceived value. The influence mechanism of perceived value on the conspicuous consumption of the new generation of migrant workers is explored in terms of status concern and social comparative information concern. Empirical Test of perceived value and New Generation migrant Workers with regression Analysis of questionnaire data. The main path of conspicuous consumption. And the mediating role of status concern and the adjustment mechanism of social comparative information concern. Most of the scholars in China have studied the consumption of the new generation of migrant workers from the field of sociology and psychology. However, there are few researches on the consumption of the new generation of migrant workers from the consumer behavior field. This paper summarizes the domestic and foreign scholars on the basis of conspicuous consumption. Construct the model of perceived value to the new generation of migrant workers conspicuous consumption. In order to study the intermediary effect of status concern in perceived value and conspicuous consumption behavior and the adjustment effect of social comparative information concern between the two. 1) in the new generation of migrant workers, the social value of customer perception and the value of price partly stimulate the attention of status, and then affect conspicuous consumption behavior; 2) the higher the attention of social comparative information of the new generation of migrant workers, the stronger the influence of perceived emotional value, social value and price value on conspicuous consumption behavior. Therefore, if enterprises want to expand the sales of their products in the new generation of migrant workers, they should spare no effort to increase the value connotation of their own product brands, strengthen the downward extension of luxury brands, and enhance product brand awareness. The government should pay attention to the problems encountered in the process of "urbanization" of this group and formulate reasonable policies to solve the problem of urban-rural dual system. To achieve the goal of building a harmonious society.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F274;F713.55

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