同龄人对青少年非正常消费行为的影响研究

Peers' Effect on Adolescences' Abnormal Consumption Tendency

同龄人是个体社会化最重要的影响因素之一,20世纪70年代起,学者们从不同的角度对消费者社会化进行了研究,但针对青少年非正常消费行为的研究并不多,而中国本土化的研究则更少。本文在文献回顾的基础上,针对中国城市青少年进行问卷调查,分析了同龄人如何影响中国城市青少年的各种非正常消费倾向,也为营销经理、消费者教育工作者、学校和家长等提出了相应的建议。

Peer influence is one of the most important factors in individual socialization,scholars have been doing research on consumer socialization since 1970s. However, few researches are based on adolescence＇s abnormal consumption,and fewer are on Chinese adolescene. Based on literature review, the author uses a self-administrated questionnaire survey to urban teenager in China,＂ investigating peers＂ influence on adoleseenes＂ consumer socialization,analyzing the major factors in the affecting process ,and identifying how peers＂ impact on adolescent individuals abnormal consumption tendency. Suggestions for marketing managers and further research are also discussed.