北京体育大学本科生消费行为现状调查与分析
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摘要
在中国随着国民经济的快速发展,人民生活水平不断提高;同时也受到一些外来文化等因素的影响,人们的消费观念及心理发生着日新月异的变化。大学生作为社会消费群体中重要的组成部分,他们有较高的学历,有较深层次的理论水平,但由于缺少社会生活经验,受到社会上各种因素的影响,他们表现出的许多消费行为还不够理想、合理化。
本课题的研究试图弥补理论研究和调查研究经常脱节这一缺憾,以北京体育大学本科生为研究对象,了解当代大学生消费需求、动机、购买及使用等消费行为,从侧面把握其消费观、价值观,并针对其消费特点和消费偏颇提出对策与建议。
一个人从产生消费欲望到采取购买行为一系列的心理活动和生理活动,是一个不断变化的动态系统。这一系列行为简单地用“五W”来分析,即:谁买(WHO),买什么(WHAT),为何买(WHY),何处买(WHERE),怎么样(HOW)。初步得出结论如下:
1、北京体育大学本科生消费整体上呈稳健状态,量入为出,适度消费。
2、从整个消费行为系统来看:①消费结构多样化,通讯上网占首位,恋爱消费、休闲娱乐消费不可忽视。②购买的首要动机为质量,兼顾价格。③影响大学生购买决策的因素中,同学、朋友的示范作用最强。④大部分同学对于目前的消费状况表示基本满意。⑤在遇到消费不满意时,大多只采取私人行动。
3、大学生未来最大的消费需求是购买电脑、车、房子等高档用品,其次则是储蓄。
4、学生中出现了贫困生群体和高消费一族。大学生又面临传统与现代、本土与西方消费观的冲突,形成多元价值观。
5、大学生存在个别不合理的消费现象,如:攀比消费、虚荣消费、盲目超前消费等,消费观念需引导。
6、一些同学有要求学校帮助申请助学贷款的呼声。
出现的问题和困惑与中国正处于激烈的社会转型的大环境中产生的许多负面影响有关,也与家庭、学校教育缺乏消费方面的知识培养与正确引导有关。要培养与塑造大学生健康的消费观念和正确的消费行为,提高大学生的财商,引导学生树立俭而有度的消费观念,大学生还应做绿色消费的倡导者。
With the rapid economic development in China and the continuous improvement of people’s living standards, and affected by some factors such as the external cultures, people’s conception and psychology toward consumption are changing constantly. As an importance group of consumers in the society, the well-educated undergraduates are profound in theory, but are liable to be affected by various factors due to the lack of experience in the social life. Their consumption behavior is not adequately ideal and rational.
This study attempts to make up for the defect that the theoretic researches and the investigations are often disconnected with each other. With the undergraduates in Beijing University of Physical Education as the objects, the study aims to understand the consumption behavior of the modern undergraduates, such as their needs, motivations, purchase and usage, appreciate their consumption conceptions and values from other related aspects, and propose the strategies and suggestions regarding the characteristics and defects in their consumption.
An individual experiences a series of psychological and physical activities since he or she has the consuming desire until he or she finally makes the purchase. This is an ever-changing dynamic system. This series of activities may be simply analyzed using five W, namely, What, Why, Where and How. A conclusion may be draw initially as follows:
1 The overall consumption of the undergraduates in Beijing University of Physical Education is in a robust state. Their consumption is moderate and well matched with their incomes.
2 In terms of the overall consumption behavior: ① The consumption structure is diverse, where the consumption for communication and internet access ranks on the top and that for lovers and entertainment is also considerable; ② The primary purchasing motivation is the quality, together with the price; ③ The demonstrations of classmates and friends are the most important factors to determine the undergraduates’ purchasing decision; ④ Most undergraduates are basically satisfied with their present consumption; ⑤ When encountering any unsatisfactory consumption, most of them only take private actions.
3 The undergraduates’ most important consuming need in the future is to buy such high-grade products as computers, cars and houses, followed by to make savings.
4 The poor students and the high-consumption students are clearly seen in the undergraduates. They are faced with the conflicts between the traditional and the modern, and the local and
the western consuming conception, and thus their values are diversified.
5 Some irrational consumption behavior is found among some undergraduates, such as consumption for unrealistic comparison, consumption for vanity and consumption blindly in advance. Their consumption conception should be appropriately guided.
6 Some students hope the university to help them apply for the student loans.
Those problems and complexities are concerned with many negative impact caused by the impetuous social transition in China, and also with the lack of consumption-related education in the university and a proper guidance. Healthy consumption conceptions should be cultivated and rational consumption behavior should be induced among the undergraduates to enhance their “Financial Quotient” and to guide the development of a reasonably frugal consumption conception. In addition, the undergraduates should be the pioneers of green consumption.
本课题的研究试图弥补理论研究和调查研究经常脱节这一缺憾,以北京体育大学本科生为研究对象,了解当代大学生消费需求、动机、购买及使用等消费行为,从侧面把握其消费观、价值观,并针对其消费特点和消费偏颇提出对策与建议。
一个人从产生消费欲望到采取购买行为一系列的心理活动和生理活动,是一个不断变化的动态系统。这一系列行为简单地用“五W”来分析,即:谁买(WHO),买什么(WHAT),为何买(WHY),何处买(WHERE),怎么样(HOW)。初步得出结论如下:
1、北京体育大学本科生消费整体上呈稳健状态,量入为出,适度消费。
2、从整个消费行为系统来看:①消费结构多样化,通讯上网占首位,恋爱消费、休闲娱乐消费不可忽视。②购买的首要动机为质量,兼顾价格。③影响大学生购买决策的因素中,同学、朋友的示范作用最强。④大部分同学对于目前的消费状况表示基本满意。⑤在遇到消费不满意时,大多只采取私人行动。
3、大学生未来最大的消费需求是购买电脑、车、房子等高档用品,其次则是储蓄。
4、学生中出现了贫困生群体和高消费一族。大学生又面临传统与现代、本土与西方消费观的冲突,形成多元价值观。
5、大学生存在个别不合理的消费现象,如:攀比消费、虚荣消费、盲目超前消费等,消费观念需引导。
6、一些同学有要求学校帮助申请助学贷款的呼声。
出现的问题和困惑与中国正处于激烈的社会转型的大环境中产生的许多负面影响有关,也与家庭、学校教育缺乏消费方面的知识培养与正确引导有关。要培养与塑造大学生健康的消费观念和正确的消费行为,提高大学生的财商,引导学生树立俭而有度的消费观念,大学生还应做绿色消费的倡导者。
With the rapid economic development in China and the continuous improvement of people’s living standards, and affected by some factors such as the external cultures, people’s conception and psychology toward consumption are changing constantly. As an importance group of consumers in the society, the well-educated undergraduates are profound in theory, but are liable to be affected by various factors due to the lack of experience in the social life. Their consumption behavior is not adequately ideal and rational.
This study attempts to make up for the defect that the theoretic researches and the investigations are often disconnected with each other. With the undergraduates in Beijing University of Physical Education as the objects, the study aims to understand the consumption behavior of the modern undergraduates, such as their needs, motivations, purchase and usage, appreciate their consumption conceptions and values from other related aspects, and propose the strategies and suggestions regarding the characteristics and defects in their consumption.
An individual experiences a series of psychological and physical activities since he or she has the consuming desire until he or she finally makes the purchase. This is an ever-changing dynamic system. This series of activities may be simply analyzed using five W, namely, What, Why, Where and How. A conclusion may be draw initially as follows:
1 The overall consumption of the undergraduates in Beijing University of Physical Education is in a robust state. Their consumption is moderate and well matched with their incomes.
2 In terms of the overall consumption behavior: ① The consumption structure is diverse, where the consumption for communication and internet access ranks on the top and that for lovers and entertainment is also considerable; ② The primary purchasing motivation is the quality, together with the price; ③ The demonstrations of classmates and friends are the most important factors to determine the undergraduates’ purchasing decision; ④ Most undergraduates are basically satisfied with their present consumption; ⑤ When encountering any unsatisfactory consumption, most of them only take private actions.
3 The undergraduates’ most important consuming need in the future is to buy such high-grade products as computers, cars and houses, followed by to make savings.
4 The poor students and the high-consumption students are clearly seen in the undergraduates. They are faced with the conflicts between the traditional and the modern, and the local and
the western consuming conception, and thus their values are diversified.
5 Some irrational consumption behavior is found among some undergraduates, such as consumption for unrealistic comparison, consumption for vanity and consumption blindly in advance. Their consumption conception should be appropriately guided.
6 Some students hope the university to help them apply for the student loans.
Those problems and complexities are concerned with many negative impact caused by the impetuous social transition in China, and also with the lack of consumption-related education in the university and a proper guidance. Healthy consumption conceptions should be cultivated and rational consumption behavior should be induced among the undergraduates to enhance their “Financial Quotient” and to guide the development of a reasonably frugal consumption conception. In addition, the undergraduates should be the pioneers of green consumption.
引文
徐萍 消费心理学 上海财经大学出版社 2001,3
荣晓华、孙喜林 消费者行为学 2001,9
James F. Engel, Roger D. Blackwell, Paul W .Minard, Consumer Behavior,New York: The Dryden Press, 1986.
林崇德主编, 广告与消费心理学 人民教育出版社,2001,2
司金銮 消费心理学 北京 中国商业出版社 1995,2
李彦和 简明社会主义经济学 宁夏人民出版社 1987
范剑平 中国城乡消费结构的变化趋势 北京人民出版社 2001、11
山东经济学院报 2004,1
林善炜 中国经济结构调整战略 北京 社会科学出版社 2003、11
10.青年研究 2000,6
11.陈惠雄 人本经济学原理 上海财经大学出版社,1999,4
12.张春兴 现代心理学 上海人民出版社 1994
13.符国群 消费者行为学 武汉大学出版社 2001
14.李品媛 销售心理学 东北财经大学 1993
15.Miller,J. A.(1997), “Exploring Satisfaction Modifying Models,Eliciting Expectations,Posing Probrlems, and Making Meaningfui Measurements”, in H. Keith Hunt,Conceptualization and dissatifaction, Cambridge, Mass: Marketing Science Institute(May)
16.王宁 消费社会学 社会科学文献出版社
17.中山大学学报 2000,6
18.周泓洋 谁来消费中国 中国青年出版社 2001
19.[日] 马房场子 消费者心理学 工商出版社 1984中译
20.罗宾 科恩,保罗 肯尼迪 全球社会学 社会科学文献出版社 2000
21.比尔 麦克基本 自然的终结 吉林人民出版社 2000 14
23.余展洪 当代大学生消费状况调查报告 广州南华工商学院社科部 4
24.马谋超 消费者心理学 知识出版社 1988
25.吴健安 市场营销学 安徽人民出版社 1994
26.张文潮 全球化背景下大学生消费价值观研究
27.罗宾?科恩,保罗 ?肯尼迪 全球社会学 社会科学文献出版社 2000;
28.孟昭兰主编 普通心理学 北京大学出版社 1994
29.吴凡方 工人日报 贫困大学生望“款”兴叹,五大绳索羁绊助学贷款 2001、9、21
30.何干强 当代中国社会主义经济 北京 中国经济出版社 2004、1
31.江林 消费者心理与行为 中国人民大学出版社 2002、4
32.李小融、钟杨 实用商业心理学 中国商业出版社 1987
33.章志光主编 社会心理学 人民教育出版社 1994
34.大学生 2001、3
35.葛晓亮、缪洁 大学生消费研究述评 苏州大学
36.南昌晚报 2002、4
37.[美] 马斯洛著 自我实现的人 三联书店 1987 中译本
38.林惠祥 文化人类学 商务印书馆 1996
39.[美] 德尔?L.霍金斯 消费者行为学 机械工业出版社 2000
40.蔡良才 消费心理及市场营销对策 北京工业大学出版社 1997
41.陈文华 消费心理与营销对策 中国国际广播出版社 2002、1
42.梁小民 微观经济学 中国社会科学出版社 1996
43.关世杰 垮文化交流学 北京大学出版社 1995
44.施应玲 大学生消费心理和消费行为调查及分析 华北电力学院学报 1998
45.秦金亮 消费行为研究新趋向 山西师大学报 1993、7
46.雷定安、金平 论三种消费观 西北师大学报 1996、3
47.肖经建 中国消费者教育 消费经济 1997、5
48.盲从还是理性——透视大学生消费现状 贵阳日报 2003、4、18
49.大学生消费名正至还要实归 新闻周报 2003、9、16
50.直击大学生“高消费” 江南时报 2003、10、8
51.陶兴永 大学生消费面面观 重庆学院报 2000、9
52.万爱红、晏波 走出大学生消费的误区 抚州日报 2002、10、17
53.大学生消费差异大 湖北时报 2003、9、13
54.李蕾 部分高校在读硕士生体育消费行为的研究 2002
荣晓华、孙喜林 消费者行为学 2001,9
James F. Engel, Roger D. Blackwell, Paul W .Minard, Consumer Behavior,New York: The Dryden Press, 1986.
林崇德主编, 广告与消费心理学 人民教育出版社,2001,2
司金銮 消费心理学 北京 中国商业出版社 1995,2
李彦和 简明社会主义经济学 宁夏人民出版社 1987
范剑平 中国城乡消费结构的变化趋势 北京人民出版社 2001、11
山东经济学院报 2004,1
林善炜 中国经济结构调整战略 北京 社会科学出版社 2003、11
10.青年研究 2000,6
11.陈惠雄 人本经济学原理 上海财经大学出版社,1999,4
12.张春兴 现代心理学 上海人民出版社 1994
13.符国群 消费者行为学 武汉大学出版社 2001
14.李品媛 销售心理学 东北财经大学 1993
15.Miller,J. A.(1997), “Exploring Satisfaction Modifying Models,Eliciting Expectations,Posing Probrlems, and Making Meaningfui Measurements”, in H. Keith Hunt,Conceptualization and dissatifaction, Cambridge, Mass: Marketing Science Institute(May)
16.王宁 消费社会学 社会科学文献出版社
17.中山大学学报 2000,6
18.周泓洋 谁来消费中国 中国青年出版社 2001
19.[日] 马房场子 消费者心理学 工商出版社 1984中译
20.罗宾 科恩,保罗 肯尼迪 全球社会学 社会科学文献出版社 2000
21.比尔 麦克基本 自然的终结 吉林人民出版社 2000 14
23.余展洪 当代大学生消费状况调查报告 广州南华工商学院社科部 4
24.马谋超 消费者心理学 知识出版社 1988
25.吴健安 市场营销学 安徽人民出版社 1994
26.张文潮 全球化背景下大学生消费价值观研究
27.罗宾?科恩,保罗 ?肯尼迪 全球社会学 社会科学文献出版社 2000;
28.孟昭兰主编 普通心理学 北京大学出版社 1994
29.吴凡方 工人日报 贫困大学生望“款”兴叹,五大绳索羁绊助学贷款 2001、9、21
30.何干强 当代中国社会主义经济 北京 中国经济出版社 2004、1
31.江林 消费者心理与行为 中国人民大学出版社 2002、4
32.李小融、钟杨 实用商业心理学 中国商业出版社 1987
33.章志光主编 社会心理学 人民教育出版社 1994
34.大学生 2001、3
35.葛晓亮、缪洁 大学生消费研究述评 苏州大学
36.南昌晚报 2002、4
37.[美] 马斯洛著 自我实现的人 三联书店 1987 中译本
38.林惠祥 文化人类学 商务印书馆 1996
39.[美] 德尔?L.霍金斯 消费者行为学 机械工业出版社 2000
40.蔡良才 消费心理及市场营销对策 北京工业大学出版社 1997
41.陈文华 消费心理与营销对策 中国国际广播出版社 2002、1
42.梁小民 微观经济学 中国社会科学出版社 1996
43.关世杰 垮文化交流学 北京大学出版社 1995
44.施应玲 大学生消费心理和消费行为调查及分析 华北电力学院学报 1998
45.秦金亮 消费行为研究新趋向 山西师大学报 1993、7
46.雷定安、金平 论三种消费观 西北师大学报 1996、3
47.肖经建 中国消费者教育 消费经济 1997、5
48.盲从还是理性——透视大学生消费现状 贵阳日报 2003、4、18
49.大学生消费名正至还要实归 新闻周报 2003、9、16
50.直击大学生“高消费” 江南时报 2003、10、8
51.陶兴永 大学生消费面面观 重庆学院报 2000、9
52.万爱红、晏波 走出大学生消费的误区 抚州日报 2002、10、17
53.大学生消费差异大 湖北时报 2003、9、13
54.李蕾 部分高校在读硕士生体育消费行为的研究 2002