The Influence Of University Students' Money Attitude And Reference Group On Consumer Behavior

Money attitude is a persistent and consistent tendency that people hold on the things which are related to money.Reference group is the group that can make an important influence on people's belief and decision.Consumer behavior is the consumer's purchasing behavior.The university students as an important consumer group in modern society.Grasping the psychological law of students' consumer behaviors has two beneficial aspects,from one aspect,the research is good for guiding university students to set up the reasonable consumer conception,developing their healthy consumer psychology and cultivating the correct moral value.From the other aspect,according to the research,the company can make some changes,including the market positioning of products,the content and ways of public relations.As the influencing factors,the money attitude and reference group can make sense to the university students' consumer behaviors.The goal of this research is to reveal the influence of students' money attitude and reference group on consumer behavior and its influence mechanism.After reading a lot of references,at first,we gave out 210 and 220 questionnaires separately to revise the original questionnaires of money attitude and reference group.In the end,we have the final dimensions and items after deleting.During the formal testing,we used the method of cluster sampling to hand out 500 questionnaires in Anhui Normal University,Wannan Medical College and PLA University of Science and Technology.In the essay,We use SPSS 18.0 and AMOS 17.0 to analyze the data we have collected,and use NoteExpress 2.0 to tidy the references.We have some conclusions after analyzing and discussing,the conclusions are as follows:(1)The Money Attitude Scale has 3 dimensions including 17 items,the dimensions are Power-Prestige,Retention-Time,Distrust-Anxiety.The reliability and validity of MAS is fine and it can reflect the university students' structure and current situation of money attitude in some degree.At the same time,we have revised the questionnaire of Reference Group,the revised scale has 12 items are included in 3 dimensions: Informational influence,Utilitarian influence and Value-expressive influence.(2)The university students' money attitude,reference group and consumer behaviors all have some obvious differences on demographic variables.(3)The money attitude of university students has the significant predictive effect on realistic consumption,comparisons consumption,advance consumption and impulse consumption.The reference group of students also makes a significant predictive effect on consumer behaviors.(4)The money attitude of university students has the significant intermediation between reference group and realistic consumption,comparisons consumption,advance consumption and impulse consumption.