基于价值观的南京大学生消费行为研究

Study on the Consuming Behavior of University Students in Nanjing Based on the Values

准确把握当前大学生消费行为具有重要意义,而价值观是影响消费者行为的深层次因素。通过对南京地区十几所高校在校大学生的抽样调查,并对调查数据进行探索性因子分析和验证性因子分析,发现南京地区的大学生消费价值观呈现传统观念引导理性消费,自我成就引导时尚消费与人际交往引导面子消费三大特点。

It is of great significance to accurately learn about the consumer behavior of university students at present, since the values is the underling factors influencing consumer behavior. We did a survey in more than ten colleges and universities in Nanjing. The exploratory factor analysis and confirmatory factor analysis of the data shows that the consumption sense and personal values of the university students in Nanjing fall into three types ： the traditional concept leads rational consumption , the self-achievement leads fashion eonsumption and the internersonal interaction leads face consumption.