Conspicuous Consumption And Social Needs

With the youth group becoming the main force of the consumer market,the phenomenon of young people pursuing upscale and high price in consumption appears frequently.In the news reports,it has been repeatedly mentioned that young people are heavily in debt due to excessive conspicuous consumption,which makes the phenomenon of conspicuous consumption of young people cause social concern.By combining qualitative research with empirical research,this paper attempts to analyze the situation of conspicuous consumption and social needs of "Post-95" youth,and the influence of social needs on conspicuous consumption of post-95 youth.The results are as followsThe "post-95" youth show a higher tendency of conspicuous consumption,and their conspicuous consumption behavior has new characteristics.Through the analysis of the questionnaire data,it is found that within the group,the only child has a higher tendency of conspicuous consumption,while the youth in cities below the fourth tier have a lower tendency of conspicuous consumption.Combined with the analysis of interview materials and Internet texts,it is found that in addition to the general characteristics of conspicuous consumption,the conspicuous consumption of "post-95" youth also has some new characteristics,such as the diversification of conspicuous goods,the reduction of conspicuous cost,the differentiation of motivation and the increase of unconscious conspicuous consumption.The reason analysis shows that the current situation and characteristics are related to the trend of consumerism,the tendency of post materialism in youth values,their innovation and creativity.Conspicuous consumption can easily lead to debt consumption,psychological dependence and distorted values.The "post-95" youth scored the highest in social needs,showing the characteristics of expanding the scope of social objects,pursuing high-frequency social interaction and circle as emotional support.Through the analysis of the data,it is found that among the "post-95" youth groups,the only child and male youth have higher scores in social needs.From the interviews and the analysis of online text materials,we know that strangers become the important social objects of "post-95" youth,and the circle becomes their emotional support while pursuing high-frequency social intercourse.The reason is that the "post-95" have a stronger sense of loneliness,are keen on social networking,and pursue "like-minded" partners.Young people try to meet their social needs through consumption,and build a relationship between social needs and conspicuous consumption.Social needs have an impact on the conspicuous consumption of "post-95" youth.The results show that social needs have an impact on the conspicuous consumption tendency of "post-95" youth.Starting from the common interest,the social needs of the "post-95" youth are stimulated,and they begin to contact and enter the circle.They release and obtain the satisfaction of social needs in the interaction with the members of the circle.At the same time,they are influenced by the circle’s values and system,which makes them have the desire of conspicuous consumption or make conspicuous consumption behavior.Through the empirical data,we find the path that social needs affect the conspicuous consumption tendency of "post-95" youth.The research results show that the ostentatious consumption is developing with the change of the consumer body.The research on this change will help to understand the changes of the group behavior and values of the youth in a deeper way,and provide reference for enhancing the effect of Youth Ideological and political education and promoting the development of youth’s positive and healthy development.