Consumption Values Of New Generation Of Migrant Workers And Its Impact On Consuming Behavior

Consumption is an important "engine" for development. Among the many consumer groups, the new generation of migrant workers has gradually become the main force of the potential consumer. Consumer behavior tend to have a meaning of identity, is one of the important dimensions reflect generation of migrant workers into the city level. The consumption values refer people to consume the basic attitudes and views. Existing studies show that the impact of consumer behavior and decision-making is not a decisive factor income, age and other demographic characteristics, but values. So, compared with the old generation of migrant workers,and the values of the new generation of migrant workers whether consumer behavior is specific? Reflected in what areas? Gender, education, occupation of the new generation of migrant workers if there are significant differences in consumer values and consumer behavior? Consumer values and how they affect consumer behavior?Answers to these questions will help to grasp the new generation of migrant workers in the city’s lifestyle and propensity to consume from theoretical and empirical perspectives relevant to the consumer market development and policy formulation to provide a reference.This paper measures the status of the new generation of migrant workers consumption values and intergenerational differences, gender differences, differences in education and career differences; examines the status of migrant workers consumption and intergenerational comparison; and to further explore the new generation of migrant workers consumption values impact on consumer behavior effects, reached the following conclusions:(1) Peasant Workers’ Consumption Value factor sorted as follows: cautious consumer orientation, consumer orientation grade, affected consumer orientation,quality and consumer orientation, consumer orientation of fashion and entertainment;Two generations of migrant workers tend to be cautious consumer, pay attention to product quality, convenience and practicality, but the new generation of migrant workers prudent spending level orientation to be weaker than the older generation of migrant workers, and "90" new generation of migrant workers prudent spending orientation is significantly lower than the older generation of migrant workers.(2) In the interior of the new generation of migrant workers, women’s "fashion consumer orientation" and "entertainment consumer orientation" are significantly higher than men. Female consumer attitudes are more avant-garde, innovative ideas,like the shopping as entertainment; engaged in production and transportation,processing and manufacturing industries, etc. The second most cautious orientation strong, respected "pragmatism", business services, managers, etc. tertiary industry is more inclined to consumer taste, the pursuit of refinement and elegance of life, hope difference. In terms of education, from primary to tertiary education segment cautious consumer orientation increases with the level of education and decrease with the increase of the level of education of the new generation of migrant workers in the consumer product quality, convenient and practical emphasis on respect product exquisite, elegant, with particularity in terms of the degree of attention novelty decreased.(3) In terms of consumer behavior, the monthly average consumption generation of migrant workers in the most amount of between 801-2000 yuan, relative to the average monthly wage groups concentrated in the 1501-4500 yuan, most of the group’s monthly average consumption accounts for income about half; food, shelter and clothing consumption is the main consumer items. Intergenerational differences:First, the new generation of migrant workers in the average monthly amount of consumption and consumption in clothing, food, communication, entertainment and leisure areas were higher than the older generation of migrant workers; second, the new generation of migrant workers to support their family and the level of savingsThey were lower than the older generation of migrant workers.(4) Estimates of consumption values ??on the new generation of migrant workers in consumer behavior as follows: Quality consumer orientation and generation of migrant workers clothing, entertainment average amount of consumption significantly correlated, indicating that focus on product quality or loyal to a particular brand of new generation of migrant workers in dress and consumption more recreational activities, etc; entertainment and consumer oriented quality consumer orientation the average amount of consumption were significantly positively correlated with the new generation of migrant workers entertainment,namely willing to enjoy life, the pursuit of refinement, elegance and particularity of the new generation of farmers union to consume more in terms of entertainment;consumer grade orientation on two generations of migrant workers savings average consumption was a significant negative correlation, indicating that the more attention to the brand in the consumer and product quality, resulting in increased and more savings to spend less.(5) Consumption Values migrant workers have a greater impact on consumer behavior of migrant workers. Boot migrant workers form a rational consumer values in the process of integration of the city’s rational consumption of people of migrant workers is an important job. This requires the government, enterprises and individuals jointly develop the force.