社会转型期大学生炫耀性消费动因分析与引导

Undergraduates′ Motivation of Conspicuous Consumption in the Social Transformation:Analysis and Guidance

在社会转型期下,炫耀性消费以其特殊的消费形态存在。在校大学生是消费的特殊群体,在社会复杂环境的影响下,也表现出对炫耀性消费的强烈追逐。消费主义思潮的影响、大众传媒的引导是大学生形成炫耀性消费的外因;补偿心理作用、身份认同驱使是大学生形成炫耀性消费的内因。必须加强舆论引导、营造良好消费环境,加强综合管理、全面开展消费教育,加强自我教育、提升个人消费素养,主动参与实践、养成正确消费习惯。

In the period of social transformation, conspicuous consumption has its special forms. University students, as a special group of consumers, also show their strong pursuit of such consumption in the complex social environment. The effect of consumeristic trend and influence of mass media are the external factors leading the undergraduates to this consumption; the internal factors are their psychological compensation and the identity drive. It is essential to do the following： strengthen the guidance of the public opinions and create a good environment for consumption; reinforce the comprehensive management and carry out overall consumption education; enhance self-education and improve the literacy of personal consumption; actively participate in practice and develop proper consuming habits.