中国独生代强迫性消费影响因素的实证研究

强迫性消费行为通常被认为是一种非理性消费行为,是消费者难以抑制的重复性购买,并且会困扰个人或他人。基于年轻人更容易强迫性购物这一观点,以我国独生代群体为研究对象,探究中国年轻一代强迫性消费的影响因素。研究发现:同龄人、大众媒体和物质主义价值观对独生代强迫性消费具有显著的正向影响,独生代的自尊水平与强迫性消费负相关;并且,同龄人对独生代强迫性消费的影响最大,其次是大众媒体,而后是物质主义价值观,最后是自尊水平。此外,性别、消费支出作为协变量对独生代强迫性消费也具有显著影响,但家庭结构不会对强迫性消费行为产生影响。最后得出本次研究的结论并提出相应的政策建议。

Empirical Study on the Influencing Factors of Compulsive Consumption for Chinese Only-child Generation

Compulsive consumption is often considered as an irrational consumer behavior,the repeated buying that is difficult to control.This paper takes Chinese only-child generation as the object of study and discusses the influencing factors of their compulsive consumption based on the young people who are most likely to deal with compulsive buying.The empirical study discovers that peers,mass media and materialistic values have the remarkable and positive influence on the only-child generation’s compulsive consumption behavior,and the only-child generation’s level of self-esteem and compulsive consumption are negatively correlated.Moreover,peer group have the biggest influence upon only-child generation’s compulsive consumption,and the next are mass media,materialistic values and self-esteem level.Sexual difference and consumption expenditure of only-child generation as the covariates have remarkable influence on compulsive consumption.However,family structure does not have influence on compulsive consumption.The paper draws the research conclusions and puts forward the corresponding policy suggestions in the end.