大学生奢侈品消费动机与对策——以唐山大学生为例

College students' Motivation on Luxury Consumption and Mitigation Strategy Research——Taking College Students in Tangshan for Example

奢侈品的英文单词是luxury,在国际上的定义是:一种超出人们生存与发展需要范围的,具有独特、稀缺、珍奇等特点的消费品。现如今购买奢侈品已经不仅仅是高收入人群的特有喜好,大学生当中也有许多奢侈品的追随者。然而大学生的生活来源大部分由家庭承担,对奢侈品的追求必然会给他们的家庭造成很大的负担。那么导致大学生热衷于奢侈品的根本原因是什么?以唐山市为例对大学生做出奢侈品消费动机的调查研究,从根本上找出大学生的消费动机,并对这一现象做出相应的改善对策,以期改善大学生对奢侈品的盲目追捧。

The word Luxury is to describe goods with greater value .It is internationally defined as goods with the features of unique ,scarcity and rareness ,which is beyond the needs of human living and development .Nowadays,it is not only the preference for the high-income groups to purchase luxuries ,but also their new followers -the college students.However,families are the main sources of college students ’ income.The chase of luxury would definitely lead to the increase of burden to their families .In the mean time ,the overboard chase and purchase of luxuries with-out economic capability also run counter to the ancient virtue of frugalness .Then what is the root cause that makes college students be bound up to luxuries？This research will base in Tangshan to explore the consumption motivation of luxury in order to find out their motivation from the source .The research will give relevant mitigation strategies hoping to mitigate the unquestioning chase of luxuries among college students .