Analysis On Worship Consumption Behaviors Of Chinese Only Child Generation

Child Generation market in China is a huge active market segmentation, which consists of 0-32 year old demographic composition, describes the life of the policy in China under the control of one-child policy, and the pace of reform and opening up the growth of the same period living in China's economic development, globalization, environment, child by child, and the environmental impact of their non-only children. And a condition of their quality of life was significantly better than their parents, the educational levels are higher. The growth of a unique living environment so that they have reason to be divided into a distinct characteristic of market segmentation. China's one-child policy as the unique nature of the existing mature Western marketing theory, practical experience can not fully meet local needs, so the Chinese only child generation market research both in theory and practice is important.Based on the selection of students on behalf of the market point of view alone, the only child under the age structure of the low generation of features, select groups of young people in acts of worship as a common cut point of view, focus on the only child on behalf of the young generated by worship consumer behavior. Of idol worship to explain consumer behavior related to marketing theory, group theory related, consumer pop phenomenon are covered, but worship of the description of the targeted consumer behavior remains to be rich in theory. This article first act of worship of consumption were defined, and then through the idol worship involving sociology, semiotics, psychology, communication and other related theories in order, the theoretical logic of the text summary of travel. Factors affecting consumer behavior in accordance with the basic classification model, define and describe the worship of consumption can influence the factors, and on this based on the worship of the line consumer behavior models by preliminary assumptions. According to the model assumptions, develop questionnaires, conduct research, empirical data by the model involving the four main categories to verify the hypothesis, to test the model fit the degree of empirical testing concluded that the model assumes that through worship of the consumer behavior model established. Finally, the analysis based on empirical data, this paper lists and analyzes the consumer behavior model of worship of the revelation of marketing practice, describes the worship of the practical value of the consumption model.Following major elements: First, this paper is defined as the worship of the consumption behavior of consumers for consumption on the icon symbol generated consumer behavior. Unlike the use value of consumer products in general, worship consumption has the characteristics of symbolic consumption. Worship of consumption may be completely out of idol worship, it may only out of conformity, imitation of psychology. The former Idol's symbolic significance as the starting point of purchase, consumers do not value the things of value, consumption is the ultimate expression of worship; which focus on the social nature of the Consumer and the resulting meaning of the symbol object, and not because of love icon in the main body of this symbol. If the study is limited to the former, not only difficult to find a way to distinguish between the actual time of purchase the consumer psychology (in fact, buyers sometimes can not tell myself clearly), but can not be explained in terms of size and number of the former more than the consumption of consumer groups with pop stars symbolic act of products, so that the actual significance of the study greatly reduced. This paper argues that whether or not it out of the idol worship of idols to buy the products represented by symbols, as long as the purchase of related products with the idol worship of consumption should be considered, but the premise is that consumer spending when consumers clearly understand their symbol with Idol, and identify with their idol symbol consumer products bring added value.Second, the worship of the consumption model is to describe the internal structure of "acts of worship", "self concept", "medium", "external factors" and "worship of consumption" relationship between the internal logic. A more clear indication of "self concept" model "self concept" fine "self-control." Reduction self-monitoring of the complexity of the concept of self, are easy to measure and remove the subjectivity of the outside world, and the high price associated with the worship of the advantages of using self-monitoring consumption model described in this paper is innovation.Third, the model's assumptions and hypothesis testing. Suppose one: on the cult of self-monitoring significantly affected consumer behavior. Need to verify, self-monitoring style idol worship by the significant impact of a direct impact on consumption behavior worship. Worship, including the degree of self-monitoring are related to self-monitoring level of consumption is associated with cult. Suppose two: the degree of idolatry worship of consumption behavior of a significant impact, the degree of deep involvement of the people of idolatry, idols of consumption and the amount of the product higher and vice versa. Assuming three: the media by influencing the way consumers understand the product, idol worshipers to understand the way the way self-monitoring feedback and affect worship of consumption. Of media research, the starting point and the end result of consumption of worship, so the media on the impact of self-monitoring style, not the contents of this paper. Focuses on the impact of media on the worship of worship, and media consumption on the amount of worship. Assuming four: worship of external influences on consumer behavior factors had significant effect. The fourth category contained in the other two branches, one branch of the assumption that the external factors act of idolatry have significant impacts, including gender, age, whether the child; another branch of the assumption that external factors affect the consumption of worship significantly image, including gender, age, whether the child, the amount of disposable, whether to join the cult organization.Hypothesis testing using non-parametric test correlation analysis, ANOVA, chi-square test, multiple linear regression analysis, using statistical software tool to verify. Suppose the result is: the third assumption does not pass, the other three were all passed the 11 hypotheses.Fourthly, the elaborate worship of consumption model of marketing practice in China. 1, To fully understand the only child generation the importance of market segmentation and objectivity, to strengthen the child Generation market consumption characteristics of the analysis and research. 2,The flexible use of child Generation of young people prefer the characteristics of worship of consumption, subdivision objectives, precise marketing. 3, The price positioning flexibility. According to child Generation of young people in different parts of the case, refer to worship of the consumption model, the use of low consumption and the worship of the relevance of disposable income, high consumption worship of the characteristics of low price elasticity, combined with the degree of idolatry and youth worship different needs of consumer goods and flexible pricing. 4, The only child on behalf of the needs of the times the innovative distribution model. 5, The overall marketing and media use. 6, the worship of the ethical discussion of consumption.