“80后”大学毕业生的消费价值观新取向

＂80后＂大学毕业生步入社会后,他们的消费价值观趋向因自身家庭和社会的影响出现了新的变化,形成不同的阶层,出现了＂富二代＂和＂蚁族＂两个特殊的群体,他们在消费结构、生存状态和心理感受等方面都呈现出巨大差异。通过对＂80后＂大学毕业生消费观的研究,有利于发掘＂80后＂大学毕业生在其他价值观上的新变化,为进一步研究＂90后＂大学生的价值观做铺垫。

New Orientation of the Consumption Values of the University Graduates "Born in the 1980s"

Since the university graduates "born in the 1980s" entered the society,the trend of their consumption values have had new changes because of their family and social influence.They formed different classes,such as the 2 special groups: "the rich second generation"(born with silver spoons in their mouths) and "ant tribe"(commune;low income groups of graduates living in a compact community),presenting great differences in their consumption structure,living conditions and psychological feelings.Studying their consumption concepts helps to explore their new changes in other values as a basis for further researches on the values of those "born in the 1990s".