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The Research Of Conspicuous Consumption Of College Student

Posted on:2014-03-04Degree:MasterType:Thesis
Country:ChinaCandidate:Q F LiFull Text:PDF
GTID:2267330401475678Subject:Applied Psychology
Abstract/Summary:PDF Full Text Request
The propensity of conspicuous consumption (PCC) is the wishes of the individual pursuing thesymbolic significance of specific commodity in their groups rather than the actual function. PCC inundergraduate students group can be divided into three dimensions: interpersonal mediation, conformityand appearance demonstration. The negative PCC among college students will not only lead students todevelop more destructive behaviors and bad habits, but also will not good for their development in physicaland psychological health.The study uses document analysis, questionnaires and other research methods to discuss someproblems about PCC of college students in China. The data is from600samples in six universities of fivecities. Through the exploratory factor analysis, confirmatory factor analysis, structural equation models,regression analysis, the study gets the results as follows:Firstly, the PCC of undergraduate students has three dimensions: interpersonal mediation, conformityand appearance demonstration. By examining the quality of questionnaires, the reliability and validity ofquestionnaires conforms to the requirement of psychometrics.Secondly, the study founds there is significant correlation among low self-esteem, perceived facethreat and conspicuous consumption. Perceived face threat is found to significantly mediate the relationshipbetween self-esteem and conspicuous consumption in the discussion of mechanism of action.Thirdly, the cultural value of Confucianism is found to significantly moderate the relationship betweenperceived face threat and conspicuous consumption. The regulating effect is that comparing with low levelgroup of the cultural value of Confucianism, the effect of perceived face threat to the conspicuousconsumption is significantly weakened in the high level group.
Keywords/Search Tags:conspicuous consumption, perceived face threat, self-esteem, the cultural value of Confucianism
PDF Full Text Request
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