The Influence Of Group Identity And Self-esteem On Conspicuous Consumption Of College Students

Conspicuous consumption is the self-consuming behavior in which a consumer expresses or displays disparities and meets certain inner needs by purchasing or possessing goods or services that are relatively expensive or scarce and have unique features and symbolic meanings.At the same time,it is also a consumption mode that some classes show wealth and power in order to acquire social status and respect.While conspicuous consumption is widespread among contemporary college students,and negative news emerges in an endless stream,it is becoming increasingly fierce.Therefore,it is particularly important to understand and research the influencing factors of conspicuous consumption and help college students to cultivate reasonable consumption habits.This research attempts to explore its relationship with conspicuous consumption in terms of group identity and self-esteem.This research is divided into two parts:Firstly,we investigated the conspicuous consumption status of 237 undergraduates in colleges and universities in Suzhou and Wuhan by the Conspicuous Consumption Questionnaire.Through interviews,statistical analysis and relevant literature,the "College Students Conspicuous Consumption Questionnaire" was revised to describe and analyze the status quo of conspicuous consumption of college students;In the second revised"Consumptive Consumption of College Students Questionnaire" the object of this research are 207 college students in Suzhou,and the effects of group identity and self-esteem on conspicuous consumption were explored.Conclusion as below:(1)The conspicuous consumption of college students includes five dimensions,such as show-off,pursuit of pleasure,status craving,uniqueness and rising taste.The consistency reliability of each dimension subscale of the questionnaire was between 0.705-0.917,the consistency reliability of the total scale was 0.927,indicating that the reliability of the questionnaire was good.(2)The conspicuous consumption performance of college students was not obvious,their distinctiveness and high pleasures of pleasure were pursued,and they showed off their pedestal,their status,and their tastes remained low.Different groups of college students have different characteristics in conspicuous consumption.Male college students are higher than female college student in their craving for status and their pursuit of pleasure is lower than that of females.Graduate students are higher than undergraduates in their pursuit of enjoyment;Enjoyment of postgraduate is higher than that of rural college students;the higher family income and personal consumption,the higher pursuit of pleasure.There is no difference in conspicuous consumption between college students of different majors and whether they are only children.(3)The group identity of college students is significantly related to self-esteem and conspicuous consumption.Group identity of college students positively predicted self-esteem and pursuing hedonism,and negative prediction showed off.That is,the higher level of college student's group identity,the lower college student's dazzling display,and the higher level of self-esteem and the pursuit of pleasure.(4)Self-esteem of college students and conspicuous consumption is significantly related.The self-esteem of college students negatively anticipates the predictions and displays,and they are pursuing uniqueness in the prediction.That is,the higher level of self-esteem among college students,the lower college student's dazzled show and the higher the uniqueness.(5)Self-esteem has a complete mediating effect on the group's identification and conspicuous consumption.That is,the group identity is a show through the self-esteem to affect its conspicuous consumption.