Perception And Self-esteem Of College Students Face Their Conspicuous Consumption

With the rapid growth of China’s economy gradually improved and people’s living standards, consumers not only pay attention to the practical value of the goods and commodities prominent social status has been growing in line with the significance value, people pursue more prominent material the conspicuous consumption mentality. At the same time, many empirical studies conspicuous consumption gradually showing the tendency of younger age. College student population, the prevalence of conspicuous consumption, the face of consumer and other consumer phenomenon. Research on current domestic consumption theory point of view, studies of specific groups of conspicuous consumption motives also slightly less.On the basis of existing research scholars at home and abroad on the basis of consumer groups, college students, focuses on the relationship between perception and face self-esteem and their conspicuous consumption.Through this study, we face perception, self-esteem and conspicuous consumption, such as literature review of relevant assumptions made using the method questionnaire, distribution and field issued through the network, the range of colleges and universities in the country to 350 college students conducted Surveying. A total of 321 valid questionnaires. Secondly, the use of analysis software SPSS 18.0 secretary effective data collection specific analysis methods using univariate and multivariate analysis of variance, correlation and regression analysis, to explore the logical relationship between the three, and the following conclusions:(1) Face perception of individual self-esteem and conspicuous consumption behavior has a significant positive correlation between perception and face the return on conspicuous consumption behavior significantly. That is the big concerns of college students more love conspicuous consumption.(2)Self-esteem on conspicuous consumption behavior there is a significant positive correlation between self-esteem and self-return on conspicuous consumption behavior significantly. Students’ self-esteem that the stronger the love of conspicuous consumption.(3) Self-esteem in the face perception and conspicuous consumption there is some tendency among mediating effect. That is, to a certain extent, college students face a common perception and self-esteem have a significant impact on their conspicuous consumption.(4) Conspicuous consumption there are significant differences in the demographic.This study examines the impact of college students focus on face perception and self-esteem of their conspicuous consumption. Get some results of future research in this field laid a foundation, to a certain extent, also enriched the theory of conspicuous consumption. Meanwhile, the results of the study for the government, families, schools and businesses consume correct values for college students to provide theoretical guidance for reference and inspiration.