| 大学生品牌消费倾向的实证研究 |
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| 引用本文： | 刘根.大学生品牌消费倾向的实证研究[J].重庆交通大学学报,2014,14(4):54-58. |
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| 作者姓名： | 刘根 |
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| 作者单位： | 广东石油化工学院经济管理学院,广东茂名,525000 |
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| 基金项目： | 广东省哲学社会科学十二五规划2013年度学科共建项目“基于供需对接的茂名有机农业发展对策研究”，广东省茂名市科技计划软科学项目“基于共生理念的高新技术产业开发区营销平台开发研究” |
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| 摘 要： | 大学生品牌消费倾向日趋明显.大学生品牌消费与其父亲学历、职业、家庭居住地类型等密切关联.影响大学生品牌消费意愿的因素主要包括生活费、面子消费、炫耀消费、攀比消费及品牌形象象征等.树立大学生科学理性的品牌消费行为,需要企业、学校及全社会的共同努力,共同倡导理性、简朴的消费观念,主动教育消费者,为大学生消费塑造良好氛围与榜样.
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| 关 键 词： | 大学生 品牌消费 消费意愿 实证 |
An Empirical Research of College Students' Brand Consumption Tendency |
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| LIU Gen.An Empirical Research of College Students' Brand Consumption Tendency[J].Journal of Chongqing Jiaotong University(Social Sciences Edition),2014,14(4):54-58. |
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| Authors: | LIU Gen |
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| Institution: | LIU Gen( Department of Economy and Management, Guangdong University of Petrochemical Technology, Maoming, Guangdong 525000, China) |
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| Abstract: | Brand consumption tendency of college students is becoming more and more obvious. College students＇ brand consumption is closely related to their parents＇ education, occupation, family residence type, etc. Factors that influence college students＇ brand consumption include the cost of living, face consumption, conspicuous consumption, face competition consumption and brand image symbol. To set up the college students＇ scientific and rational brand consumer behavior, it needs the joint efforts of enterprises, universities and the whole society, all advocate rational, simple concept of consumption, actively develop consumer education for college students＇ consumption, create favorable atmosphere and example for college students＇ consumption. |
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| Keywords: | college students brand consumption consumption intention empirical research |
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