Research On The Formation Mechanism Of City Identity’s Effects On New Generation Of Migrant Workers’ Status Consumption Behavior

In recent years, with the development of China’s social process, the new generation of migrant workers as a emerging connection in the rural and urban,under the influence of urban and rural living environment and the different survival cultural, Their concept of life, consumption formal inevitably does not match with their self-identity. As a mid-level income group in the city, they tend to focus on consumption trend of urban group, always follow the tide of popular brand information, they are always willing to bear the high burden of materials,packing themselves by chasing brand,in order to reach the identity of urban residents, so as to merge in urban communities. Thus, the special of new generation of migrant workers’ behavior not only from the marketing level, deeper social mechanism is a potential problem running behind. In short, the new generation of migrant workers current survival mode, consumer attitudes, consumption patterns are the result of urban and rural living environment collision. Whereas the present research for the new generation migrant workers status consumer behavior mostly based on the perspective of marketing to explore qualitative factors of the consumption patterns, lack of deep exploration of the social hot spot phenomenon.This study is based on the double perspective of marketing and sociology, starting from the new generation of migrant workers’ status consumer behavior, Combing city identity、willingness to integrate into the city、status consumption and social comparison information attention’s concern to explore the influence mechanism of city identity to the new generation migrant workers’ status consumption behavior.According to the following two ways to explore the relationship between urban identity and status consumption: first, introduce Willingness to integrate into the city as intermediary variable; secondly, introduce social comparison information awareness as regulating variable. Through the "internal" and "external" two paths to study the new generation of migrant workers’ status consumption behavior. And ultimately through questionnaire investigation, using SPSS19.0 quantity statistics software verify he relationships between construct. Refine the conclusion as follows:(1) the city identity is an effective stimulus for new generation of migrant workers’ status consumer behavior, status consumption phenomena reflects that the new generation of migrant workers are eager to agree with the city.(2) The higher the degree of city identity, it has a positive stimulus on willingness to integrate into the city, the willingness to status consumption is higher.(3) The strong individual social comparison information attention is, the more obvious between willingness to integrate into the city will impact on the status consumer behavior.Thus, the new generation of migrant workers’ status consumption is a universal phenomenon, behind the phenomenon is full of unhealthy consumption psychology, and the community should deepen the cognition of it and take action to guide them. Specifically, for the new generation of migrant workers, you should set up the correct consumption view, try to improve yourself, should realize that the change of the external consumption form does not make you really into the city, and you should improve your basic survival skills.For enterprises, should be fully aware of the consumption potential of this group, expand enterprise target customer, to strengthen the construction of corporate social responsibility. For the government, it should increase measures to protect migrant workers into the urban problem, resolve the problems between the development of the "dual system",to build a harmonious and healthy society.