90后消费者的特权意识对消费心理和行为的影响
摘要
人们的生活水平从追逐温饱到逐步迈向小康，需求的变化随之带来的还有着意识和观念的转变。当代中国这类特权消费的现象已经引起了国内外学者的广泛关注，特权意识的消费在消费偶像观、炫耀性消费、面子意识等多方面因素的影响下有着更多需要社会各界进一步发现和探讨的地方。
本研究结合“特权”的社会学概念和“消费心理学”，主要研究对象为20-29岁苏州以及南京地区的青年群体。通过问卷法、个案访谈法、内容分析法，分析中国人消费的特权意识及其消费心理，特别是青少年人群对这方面的认识。研究获得以下结论：
1.消费中特权意识已经深入人们生活，且或多或少的影响着人们的消费心理和行为。
2.消费中特权服务附带价值产品存在让消费者过度消费的现象。
3.特权意识、消费情绪、人际因素都对人们的消费心理和行为产生着影响
经过直接和间接原因的分析认为消费特权的过度宣传对社会意识会产生一定负面影响，并从宣传规范和教育方面推出相应处理对策。
关键词：特权意识消费心理大学生网上调查
The influence of consumers' privilege consciousness on consumption Psychology and behavior after 1990s
Abstract
People's standard of living from chasing food and clothing to gradually moving towards a comfortable life, the change of demand brings with it the change of consciousness and concept. The phenomenon of privilege consumption in contemporary China has aroused the widespread concern of scholars both at home and abroad. The consumption of privilege consciousness lies in consumption idols and conspicuous consumption. Under the influence of many factors, such as face consciousness, there are more places that need further discovery and discussion from all walks of life.
Based on the sociological concept of "privilege" and "consumer psychology", this study focuses on the youth groups in Suzhou and Nanjing between 20 and 29 years old. By means of questionnaire, case interview and content analysis, this paper analyzes the privileged consciousness of Chinese consumption and their consumption psychology, especially the understanding of young people in this respect. The study draws the following conclusions:
1.The consciousness of privilege in consumption has penetrated into people's life, and more or less affects people's consumption psychology and behavior.
2.There is a phenomenon of excessive consumption of products with value attached to privileged services in consumption.
3.Privilege consciousness, consumer emotion and interpersonal factors all influence people's consumption psychology and behavior.
Through the analysis of the direct and indirect reasons, the author thinks that the excessive propaganda of the consumption privilege will have a certain negative effect
on the social consciousness, and puts forward the corresponding countermeasures from the aspects of propaganda norm and education.
Keywords:Privilege consciousness Consumption psychology university student Online survey
目录
中文摘要 (Ⅰ)
英文摘要 (Ⅱ)
目录 (Ⅲ)
1.研究背景及问题提出 (1)
1.1研究背景...................................... ..1
1.2问题提出 (2)
1.3文献综述 (3)
1.4研究框架 (5)
1.5特权意识产生的原因 (6)
2.研究方法 (15)
2.1研究对象 (15)
2.2研究问卷 (16)
2.3研究方法 (16)
2.4个案访谈结果的深入探讨 (17)
3.研究结果 (18)
3.1消费特权对消费心理的影响 (18)
3.2消费情绪对消费心理的影响 (18)
3.3人际因素对消费心理的影响 (19)
3.4现实世界和网络世界对消费心理影响 (19)
4.研究结果讨论 (20)
4.1从特权广告宣传等方面的受众看起社会影响及可能引发的社会危害 (20)
