【摘要】：儲蓄和消費(fèi)對國家經(jīng)濟(jì)的發(fā)展有著極大的影響，以美國為代表的歐美國家消費(fèi)過高而儲蓄率過低，中國則完全相反。如果要改變中國現(xiàn)有的低消費(fèi)高儲蓄的現(xiàn)狀，除了從國家宏觀經(jīng)濟(jì)層面進(jìn)行指導(dǎo)之外，從個人的儲蓄消費(fèi)行為著手，研究可能對個人的儲蓄和消費(fèi)行為產(chǎn)生影響的因素，從微觀角度嘗試改變個體的儲蓄和消費(fèi)行為，積少成多，也會起到非常好的效果。本文從消費(fèi)者行為學(xué)的角度出發(fā)，研究了自我建構(gòu)和群體規(guī)范的交互作用對人們儲蓄和消費(fèi)的影響。文獻(xiàn)綜述部分圍繞四個方面展開，包括儲蓄和消費(fèi)、自我建構(gòu)、社會認(rèn)同，以及群體規(guī)范。實驗部分由三個2×2的小實驗組成，三個實驗層層遞進(jìn)，逐步加深對主題的討論和認(rèn)識。論文研究發(fā)現(xiàn)：（1）相依自我在群體規(guī)范分別表現(xiàn)為消費(fèi)和儲蓄時，其消費(fèi)意愿有著顯著差異，，而獨(dú)立自我在群體規(guī)范分別表現(xiàn)為儲蓄和消費(fèi)時，消費(fèi)意愿沒有顯著差異；（2）當(dāng)進(jìn)一步將群體規(guī)范區(qū)分為命令性群體規(guī)范和描述性群體規(guī)范時，發(fā)現(xiàn)命令性群體規(guī)范比描述性群體規(guī)范對個體的消費(fèi)意愿的影響更為顯著。研究探索了影響儲蓄和消費(fèi)行為的因素，在一定程度上豐富了自我建構(gòu)、儲蓄消費(fèi)和群體規(guī)范的相關(guān)理論，對降低儲蓄促進(jìn)消費(fèi)有著一定的指導(dǎo)意義。
[Abstract]:Savings and consumption have a great impact on the development of national economy. The United States as the representative of the European and American countries to spend too high and the savings rate is too low, China is completely the opposite. If we want to change the current situation of low consumption and high savings in China, in addition to providing guidance from the national macroeconomic level and starting from the individual's saving and consumption behavior, we will study the factors that may have an impact on the individual's savings and consumption behavior. Trying to change individual savings and consumption behavior from a micro point of view, a small increase, will also play a very good effect. From the perspective of consumer behavior, this paper studies the effects of self-construction and group norms on people's savings and consumption. The literature review focuses on four aspects, including savings and consumption, self-construction, social identity, and group norms. The experiment part consists of three small experiments of 2 脳 2, and three experiments step by step to deepen the discussion and understanding of the subject. The results show that: (1) when group norms are expressed as consumption and savings, there are significant differences in consumption intention between dependent self and independent self, but there is no significant difference in consumption intention between independent self and group norm. (2) when the group norm is further divided into the command group norm and the descriptive group norm, it is found that the mandatory group norm has more significant influence on the individual's consumption intention than the descriptive group norm. The study explores the factors that affect saving and consumption behavior, enriches the relevant theories of self-construction, savings consumption and group norms to a certain extent, and has certain guiding significance for reducing savings to promote consumption.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F126.1

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