本文選題：大學生 + 消費動機��； 參考：《山東理工大學》2011年碩士論文

【摘要】：現(xiàn)在的大學生大部分出生于20世紀80年代后期及90年代初期,他們即將成為未來消費社會的主力軍。對具有高等學歷的大學生群體的消費進行研究,從消費動機角度來把握大學生的消費心理,進而引導大學生樹立理性的消費動機,培養(yǎng)他們科學合理的消費心理和行為,有利于塑造良好的社會消費風尚和健康的消費潮流。 本文主要使用的是文獻法、訪談法以及問卷調(diào)查的方法對大學生消費動機展開研究。研究的目的是想通過對大學生消費動機的調(diào)查研究,總結(jié)出當代大學生群體的消費動機類型及影響因素,在此基礎(chǔ)上重點從社會學、社會心理學、消費社會學的角度對大學生消費動機的類型和影響因素進行具體分析,最后針對群體中出現(xiàn)的非理性消費現(xiàn)象進行及時的干預、引導、教育,幫助大學生形成健康的消費觀念。但在研究過程中發(fā)現(xiàn),大學生消費動機的調(diào)研尚無可供參考使用的有效調(diào)查問卷,因此編制大學生消費動機類型調(diào)查問卷是本研究開展的一個前提。問卷的編制主要使用的是因素分析法和信度、效度檢驗,以便為進一步探討大學生的消費動機乃至其影響因素提供科學有效的測量工具。 從研究的創(chuàng)新性來看,首先是研究內(nèi)容上的創(chuàng)新。目前對大學生的消費動機進行整體性研究的文獻比較少,大多是針對某一領(lǐng)域進行的研究；其次是研究角度的創(chuàng)新。目前發(fā)現(xiàn)的幾篇對大學生消費動機的研究,多是從心理學、管理學、營銷學的視角進行的,而從社會學、社會心理學角度進行研究的很少；最后是研究方法的創(chuàng)新。以往的研究實證性研究較少,出現(xiàn)的幾篇以調(diào)查分析為主的文章,與理論分析的結(jié)合不是很緊密,本文試圖將定量研究與定性研究較好地結(jié)合起來。 本論文的研究結(jié)論為： 1、大學生消費動機類型主要有務(wù)實型消費動機、發(fā)展型消費動機、享受型消費動機、自我表現(xiàn)型消費動機、從眾型消費動機和沖動型消費動機。其中務(wù)實型消費動機和發(fā)展型消費動機屬于理性消費動機,享受型消費動機、自我表現(xiàn)型消費動機、從眾型消費動機和沖動型消費動機則屬于非理性的消費動機。 2、大學生理性消費動機得分明顯高于非理性消費動機,說明目前大學生的消費動機較為理性。從分條目來看,各消費動機平均數(shù)的大小順序依次是：務(wù)實型發(fā)展型從眾型自我表現(xiàn)型沖動型享受型,表明目前大學生消費都比較重實際,對享受型消費動機的認同度不高。 3、從人口學變量來看,性別、專業(yè)、年級、生源地、是否獨生子女都在不同程度上對大學生的消費動機產(chǎn)生影響。從宏觀影響因素來看,社會、學校、家庭和大學生自身也會對大學生的消費動機產(chǎn)生影響。具體來看,社會的文化環(huán)境和社會參照群體,學校的教育管理體制、所屬群體和場域、慣習,家庭的人口結(jié)構(gòu)、經(jīng)濟供給方式和消費觀念、行為,大學生的群體心理因素和個性心理特征都在相當程度上影響大學生的消費動機的形成。 4、對大學生理性消費動機的教育與引導,在社會層面,首先對西方的消費文化資源要學會取舍；其次營造良好的消費環(huán)境；最后強化大眾傳媒的社會責任。在學校層面,首先運用高校課堂教育提高大學生在經(jīng)濟社會中的生存能力；其次制定規(guī)章制度,規(guī)范消費行為；最后充分發(fā)揮社工專業(yè)師生干預、引導的作用。在家庭層面,首先家庭要改變對子女的經(jīng)濟供給方式；其次父母、長輩要規(guī)范自身的消費行為。對于大學生自身,首先大學生要正確認識個性消費；其次建立合理的消費結(jié)構(gòu),養(yǎng)成良好的消費習慣。
[Abstract]:Most of the college students are born in the late 1980s and early 1990s , they are about to become the main force of the future consumer society . To study the consumption of college students with higher education background , the consumption psychology of college students is grasped from the angle of consumption motivation , so as to guide university students to set up rational consumption motivation and cultivate their scientific and reasonable consumption psychology and behavior , which is conducive to shaping good social consumption and healthy consumption trend .


This paper mainly uses literature method , interview method and questionnaire to study the motivation of college students ' consumption motivation . The aim of this research is to analyze the types and influencing factors of college students ' consumption motivation by investigating the consumption motive of college students .


At present , there are few documents on the whole research on the consumption motivation of college students , mostly aiming at some field .
Secondly , it is the research of the research angle . The research on the motivation of college students ' consumption has been carried out from the perspective of psychology , management and marketing , and seldom from the perspective of sociology and social psychology ;
Finally , it is the innovation of the research method . In the past , there are few studies on the empirical research , and several articles which are based on the investigation and analysis are not very close to the theoretical analysis . This paper attempts to combine quantitative research with qualitative research .


The conclusions of this paper are as follows :


1 . The types of consumption motivation of college students are mainly pragmatic consumption motivation , development consumption motivation , hedonistic consumption motivation , self - expression consumption motivation , self - expression consumption motivation , self - expression consumption motivation , self - expression consumption motivation , self - expression consumption motivation , self - expression consumption motivation and consumption motivation , which belong to irrational consumption motivation .


2 . The reason of college students ' rational consumption motive is obviously higher than that of irrational consumption motive . It shows that the consumption motive of college students is rational . From the point of view , the order of the average size of each consumption motive is : practical development type self - expression type of self - expression type , which indicates that the consumption of college students is more and more practical .


3 . From the demographic variables , sex , profession , grade , source land , whether the only child affects the consumption motive of college students in different degrees . From the macro - influence factors , society , school , family and college students themselves can influence the consumption motivation of college students . In particular , the social cultural environment and social reference group , the education management system of the school , the population structure of the family , the mode of economic supply and consumption , the behavior , the group psychological factors and the personality psychological characteristics of the college students all influence the formation of the university students ' consumption motivation .


4 . To educate and guide the students ' rational consumption motive , at the social level , firstly , we should learn from the western consumer culture resources ;
Secondly , create a good consumption environment ;
Finally , we should strengthen the social responsibility of the mass media . At the school level , first , use the college classroom education to improve the survival ability of college students in the society and society ;
Secondly , formulate rules and regulations and regulate the consumption behavior ;
At last , we give full play to the role of the intervention and guidance of social workers . At the family level , first , the family needs to change the way of economic supply to children ;
Secondly , parents and elders should regulate their own consumption behavior . For college students themselves , college students should know the individual consumption correctly ;
Secondly , a reasonable consumption structure is established and a good habit of consumption is formed .

【學位授予單位】：山東理工大學
【學位級別】：碩士
【學位授予年份】：2011
【分類號】：C913.3

【引證文獻】

相關(guān)期刊論文 前1條

1 何秋霞;駱小婷;;大學生消費狀況研究[J];科教文匯(中旬刊);2012年08期

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本文編號：1799898