The Effect Of Perceived Value On New Generation Of Migrant Workers’ Conspicuous Consumption Behavior

In recent years, the new generation of migrant workers on the pursuit ofconspicuous consumption gradually enhanced. They are focusing on the lifestyle ofurban peers, having an insight into the brand advertising and media information andexpecting to obtain social recognition through such kinds of conspicuousconsumption, so as to improve their status. Thus, the new generation of migrantworkers’ conspicuous consumption is not only an economic problem, but also asocial problem. Few domestic scholars study on it, so the research will helpenterprises to develop a reasonable marketing strategy for this group, at the sametime help the government to formulate effective policies to address their socialintegration.In this paper, we choose the new generation of migrant’s worker as the researchsubject and choose intelligent electronic products as the research content. From theview of the relationship of perceived value, status concern and the attention to socialcomparison information, we explore how perceived value affect the conspicuousconsumption. Combined with the questionnaire data, we check the main path ofperceived value and conspicuous consumption by using regression and check twosecondary path of mediating role of status concern, regulation of attention to socialcomparison information.The current research for new generation of migrant workers focuses on the fieldof sociology and psychology. There is few research studying in the view ofconsumer behavior. Based on analyze and summary of previous research, we build amodel of conspicuous consumption. Thus, We can make a research about the mediating role of status concern and regulation of attention to social comparisoninformation. We draw such conclusion:(1)consumers’ perceived emotion value,social value and price value affects social status partly, thus influence newgeneration of migrant workers’ conspicuous consumption.(2)Attention to socialcomparison information positively adjust the relationship of consumers’ perceivedemotion value,social value,price value and conspicuous consumption.Those results tell us if the company wants to expand the sale, they should dotheir effort to strengthen luxury brand downward, increase the awareness ofbrand,enhance visibility and improve the level of management for different brand.At the same time, the government should be concerned about the problem of thisgroups’process of urbanization and take measures to solve the dual system problem.In short,We achieve the purpose of building a harmonious society.