媒体使用对居民消费观念的影响

Influence of Media Use on Residents' Consumption Concept

运用2010年CGSS数据,通过建立多元回归模型,本文探讨了媒体使用对居民消费观念的影响。与以往的描述性研究不同,回归模型数据分析结果表明,居民更多使用新兴媒体者,持有节俭消费观念的可能性越低,而更可能倾向于炫耀性消费。使用传统媒体越多则更倾向节俭型消费。这表明各类大众媒体对消费观念的价值导向作用的向度不同。研究还发现,个人的经济状况和生活方式都对消费观念有显著影响,较好的经济状况和更多的社交可以促进炫耀性消费观念的形成。

Based on the 2010 CGSS data, this paper explores the impact of media use on consumer perceptions by multiple regression models. Unlike previous descriptive studies, regression model data analysis shows that residents who use more often the new media have a weaker concept of a thrifty consumption and stronger concept of conspicuous consumption. Those who use more often the traditional media tends to be frugal. This shows that the various types of mass media have different degrees of value-oriented role in the concept of consumption. The study also shows that economic status and life-style also have significant impact on consuming concept. Those with better economic status and wider social network will have stronger concept of conspicuous consumption.