中国独生代消费者炫耀性消费动机的实证分析

消费者对炫耀性商品的消费动机与一般消费品有很大不同，现有消费者行为理论未对炫耀性消费动机给出恰当的解释，更缺乏对特定群体消费者炫耀性消费动机的系统研究。鉴于中国人的炫耀性消费日益呈现低龄化倾向，在中国文化背景下针对独生代群体的炫耀性消费动机进行实证研究，得出中国独生代消费者炫耀性消费动机的三维因子结构。包括“面子”动机、自我享乐动机和追求独特动机。

Exploratory study on Chinese only-child generation's motives of conspicuous consumption

The consumers' consumption motives of conspicuous commodity and those of common consumable goods are very greatly different,and the existing consumer behavior theory has not given appropriate explanation to conspicuous consumption motives and specially,the systemic research on the specific cluster consumers' conspicuous consumption motives are very insufficient.In view that Chinese's conspicuous consumption presents gradually the lower age's tendency,the paper conducted an exploratory research on the only-c...