An Empirical Study Of The Effects Of Vanity And Money Attitudes On College Students' Propensity To Conspicuous Consumption

Since reform and opening-up to the outside world,China has witnessed rapid development in economic growth and commodities abundance.The consumers' consumption behaviors and opinions have also taken great change.Conspicuous consumption,as an important part of irrational consumption,is bringing remarkable impact on social production and consumption.The study on conspicuous consumption has a long history in western academe,and these years,the study angle of view has gradually moved from sociology,economics area into consumers' behavior area.The propensity and motive of conspicuous consumption has become an increasing concern.College student is a very special consumption group.Presently,the range of college students' age is between 18-30 years old.This group shares similar social background thus shows similar consumption behavior and opinion.This thesis uses small scale sample survey to study this group,the empirical study conclusion has wide applicability.Meanwhile,although college students do not have strong consumption capacity,they have huge consumption potential.The conspicuous consumption potential formed in university may develop into conspicuous consumption behavior in the future.This propensity,undoubtedly,is a wonderful business opportunity for all sellers.Under such a background,studying the influencing factors of conspicuous consumption apparently has both theoretic and practical significance.This thesis, based on previous study results,clarifies related concepts and blurry circumscription, thus research the relation of traits of vanity and money attitudes from consumer's viewpoint and study their relationship with conspicuous consumption.At the mean time,the thesis takes population statistic character variable as categorical variable, and try to find out the conspicuous consumption propensity differences among different consumer groups.To solve above questions,this study adopts both empirical analysis and standard analytical methods.The article first set up hypothesis,then verified the hypothesis by data processing,and finally get significant conclusions.The conclusions including:1.College students' vanity and money attitudes have remarkable influence on their conspicuous consumption propensity.Among them,the '"physical appearance concern" dimensionality and "'achievement view" dimensionality under vanity dimensionality apparently have positive relation with conspicuous consumption,and the "power-prestige" dimensionality and "anxiety" dimensionality under money attitudes dimensionality also have positive relation with conspicuous consumption.2.The thesis adopted population statistic character variable as categorical variable to study the conspicuous consumption propensity difference among different consumer groups,and demonstrated that different consumer groups have apparent difference in conspicuous consumption propensity based on partial population statistic character variable.