An Empirical Study On Conspicuous Consumption Behavior Of The New Generation Of Migrant Workers

With the continuously upgrading of the consumption structure transformation and the urbanization progress of the agricultural transfer population,the new generation of migrant workers who had grown up under the new kind of background combined urbanization and industrial integration has gradually become a hotspot from all people.The total number of new migrant worker generation in China is about 140 million.Such a large group is affected by many factors such as the grown-up background,the life values and so on.When it comes to the consumer behaviors,the expenditure habits transformed from thrifty style to a partly ?conspicuous? style.The reason is that the new migrant worker generation has the relatively high level material and spiritual needs.They are eager to express their own recognition of urban lifestyle through external "symbolic" consumption and gain acceptance from urban residents.Domestic researches on this issue are still in starting stage.Not only can this research be conducive to the development of the enterprises' targeted marketing strategies,but it also helps governments to formulate effective policies to solve a series of social problems.The paper explores the new migrant workers generation conspicuous consumer behaviors,which come from the process of ?urban integration? under the new urbanization background.Based on the literatures combing which are about the consumption behaviors,conspicuous consuming behaviors,perceived values,and social identification,this paper deeply analyzes the logical relationships among these variables and proposes hypotheses to build a new theoretical model about workers' show-off consuming behaviors.Then,through field surveys about the new migrant workers to collect primary data in Nanning,Liuzhou and Guilin,we analyzed and processed data using SPSS 21.0 software.Finally,using the regression analysis method to test the hypothesis,this paper clearly define the mechanism between the perceived value of the new migrant workers generation and conspicuous consuming behaviors from the perspective of social identity.The article shows that the three dimensions of perceived value-quality value,price value and sentimental value all have significant positive impacts on conspicuous consuming behaviors.Among the three social identity dimensions,the group self-esteem only has moderating effect on regulating quality value,with the less of group self-esteem,the more moderating effects produced.The group commitment only affects the price value moderately,with lower the group commitment level,the moderating effects are stronger.Self-categorization only regulates the emotional value,with the higher level of self-classification,the stronger the regulatory effects are.As a result,companies should strictly control the quality of their products,and differentiate their products prices according to their product properties simultaneously.They should also pay attention to building their brands,expanding their visibility,and promoting consumer behaviors of new migrant workers generations with methods.While the government should actively explore and implement relevant policies and systems to protect the rights and interests migrant workers,and they should also strengthen the reasonable guidance of consumption concepts.Besides,the governments should increase relevant professional skill trainings,so they can fundamentally solve the dual urban-rural structure and other relating social issues.