新生代农民工炫耀性消费行为动机研究

Study on Conspicuous Consumption Motivation of New Generation Migrant Workers

新生代农民工对商品或服务的需求不仅局限于功能上实现,更多是通过消费来获取社会认同与实现个人价值,缩小与城市居民的差距。研究发现,新生代农民工在进行消费时为满足自身特定心理需求,显现出炫耀性消费行为,并呈现出符号消费、模仿消费与个性化消费等行为表征。通过"鱼刺图"模型,阐明导致新生代农民工炫耀性消费行为的主要动机在于价值观、参照群体、家庭及大众传媒等四个方面。

New generation migrant workers＇ demand for goods or services is not only to implement the function, but also to obtain social identity and realize personal values through the consumption, so as to narrow the gap with urban residents. The study has found that the new generation migrant workers who are willing to meet their special psychological need showed their characteristics of conspicuous consumption behavior, presenting some behavior characterization, such as symbol consumption, imitative consumption and personalized consumption, and so on. By using fishbone diagrams model, the study illustrates that the primary motivation of their conspicuous consumption lies in the following aspects： personal values, reference group, family factors and mass media, etc.