Investigation And Analysis On The Conspicuous Consumption Behavior Of The New Generation Of Migrant Workers

With the social and economic progress,they are affected by the rapid development of mass media and communication technology.compared with the older generation of migrant workers,the new generation of migrant workers have more diverse values,more open thinking,easier to accept new things.At the same time,influenced by the demonstration consumption of urban peers,the new generation of migrant workers are eager to win the recognition and acceptance of urban residents,and through the purchase of symbolic consumption of goods and services to achieve,namely " conspicuous consumption".Based on the rational view of conspicuous consumption behavior,comprehensive domestic and foreign scholars have studied,and combined with the theme of this study,the new generation of migrant workers consumer groups thinking habits,personality characteristics,to explore the new generation of migrant workers conspicuous consumption behavior.In this paper,the conspicuous consumption behavior as dependent variables,summed up the group belonging to communication,status display,individual intervention,conspicuous characteristics,hedonism five aspects,perceived value as independent variables,summed up in the emotional value,social value,service value,function value four aspects.Through the questionnaire survey,the empirical test in the new generation of migrant workers,through the test to form a formal questionnaire and the implementation of research,data collection.The experimental data were analyzed by SPSS 22.0 and AMOS 20.0.the analysis steps were as follows:Firstly,descriptive analysis was used to analyze the conspicuous consumption behavior and perceived value of the new generation of migrant workers,and independent sample t test and single-factor variance analysis were used to analyze the influencing factors of the conspicuous consumption behavior of the new generation of migrant workers.it was found that gender,age,only child / non-only child,personal education level,marriage,whether there is a child had a significant impact on the conspicuous consumption behavior of the new generation of migrant workers;Then,the correlation test of the two variables,after the test found that the perceived value and the new generation of migrant workers show off the consumption behavior has a significant correlation,and the perceived value of the new generation of migrant workers show off the consumption behavior of regression analysis,found that the perceived value of the variables " functional value" and " emotional value" on the new generation of migrant workers show off the consumption behavior significantly;Finally,according to the significant variables detected by independent sample t test,it is found that emotional value and social value have a significant impact on male new generation migrant workers' conspicuous consumption behavior,while functional value has a significant impact on female new generation migrant workers' conspicuous consumption behavior.Emotional value and social value have a significant impact on the ostentatious consumptionbehavior of the new generation of migrant workers.The functional value has a significant impact on the conspicuous consumption behavior of non-one-child new generation migrant workers.Emotional value and functional value have significant influence on conspicuous consumption behavior of married new generation migrant workers,while social value has significant influence on conspicuous consumption behavior of unmarried new generation migrant workers.Functional value has a significant impact on the conspicuous consumption behavior of the new generation of migrant workers with children.emotional value and social value have a significant impact on the conspicuous consumption behavior of the new generation of migrant workers without children.There is no significant effect of service value on the conspicuous consumption behavior of the new generation of migrant workers,indicating that the potential factor of service value knowledge to promote the conspicuous consumption behavior of the new generation of migrant workers rather than visual factors.Finally,the clustering analysis,on the premise of perceived value to the new generation peasant workers' conspicuous consumption behavior is divided into five types,using descriptive statistics,comparing the overall demographic variables segmentation dimensions and the proportion of value,found that men were conspicuous consumption behavior is just according to some characteristics of conspicuous consumption behavior,no female Cenozoic migrant workers dimension comprehensive conspicuous consumption behavior;With the increase of age,conspicuous consumption behaviors are polarized,and the higher the age,the more conspicuous consumption behavior is based on perceived value.The lower the education degree,the more conspicuous the conspicuous consumption behavior;The conspicuous consumption of the only child is more conspicuous than the conspicuous consumption behavior of the non-only child;Show off sexual consumption behavior is lower than unmarried conspicuous consumption behavior;The new generation of migrant workers with children's conspicuous consumption behavior is much more conspicuous than that of the new generation of migrant workers who have no children.I hope this study can further promote the development of consumption theory,pay attention to the new generation of migrant workers consumption habits and explore the internal psychological health development,at the same time,for enterprise marketing management academic field to provide a certain reference value.