西南大学学生时尚消费认同研究
摘要
随着中国经济的飞速发展,世界地位的迅速崛起,中国政治、经济、文化、社会等方面都发生了前所未有的变化。特别是人们生活条件的改善,人们的消费观念也在发生着变化,贷款买房、买车、买奢侈品,消费主义热潮正在我们社会中涌动。象牙塔中的大学生不可避免地受到消费主义热潮的影响,追求时尚消费,凸显自我个性,追求自我价值实现。我们从媒体上了解到或亲眼目睹了一些大学生盲目追求时尚消费、超前消费、炫耀消费等不良消费行为,给自己和家庭带来沉重的经济负担,给高校和社会造成不良风气,甚至走上了犯罪道路的事件。西南大学是原西南师范大学和西南农业大学合并后所建立的综合性大学,有深厚的文化底蕴,其学生主要是师范专业和农学专业类学生。西南大学虽然属于重庆主城区,但是地处所谓“重庆后花园”的北碚区,商业不是很繁华,大型商场也是屈指可数,所以时尚消费的社会环境不如重庆其他主城区。笔者选取西南大学学生作为调查对象,主要是想知道是否西南大学学生的时尚消费状况如社会上报道的一样,进而了解他们对时尚消费的身份认同处在哪一层面。
本研究借鉴社会学、心理学、社会心理学的相关理论成果与观点,通过文献研究、问卷调查、访谈等方法,分析了西南大学学生时尚消费认同现象,探讨了影响大学生时尚消费认同的主客观因素,在此基础上进行了分析讨论。
本研究分为四个部分：第一部分介绍了本研究的社会背景、时代背景和特殊背景。第二部分是对时尚消费认同研究的相关理论进行了简要介绍和评价,包括时尚、时尚消费、认同、消费主义等重要概念做了阐述；介绍了国内外关于时尚消费认同的相关理论研究,其对本研究带来的启示和其研究的不足；从而提出本研究的意义和理论基础,基于以上对本研究进行设计,提出了本研究的研究目的、思路和框架、假设和方法。第三部分是对大学生时尚消费认同问卷和消费主义价值观问卷的编制。通过访谈、试调查和问卷的信效度检验之后形成最后的问卷。第四部分是对西南大学学生实施了时尚消费认同的调查研究。通过对西南大学学生的时尚消费认同问卷调查,重点分析了西南大学学生时尚消费认同的强弱度；分析得知人口统计学变量客观因素与其呈不显著相关,对其影响很小；同时分析了西南大学学生消费主义价值观的强弱度；对西南大学学生消费主义价值观与其时尚消费认同的相关性及其它们各因子之间的相关性也进行了分析。第五部分是分析与讨论,对资料分析所获得的研究结果进行分析讨论,并提出了本研究的不足及需要进一步研究的方向。
With economy developing rapidly, the world status of China rise rapidly. China has undergone unprecedented changes in politic, economy, culture, and society. In particular, people'living conditions are being improved, and consumerism values are also changing. For example, loans to buy a house and a car, buying luxury goods. Consumerism boom is flowing in our society. Therefore, students have been inevitably impacted. They pursue fashionable consumption, highlight the self-personality, and pursue self-worth achieving. We often learn from the media or witness some of the blind pursuit to fashionable consumption, excessive consumption, conspicuous consumption, and other adverse consumer behavior, which bring a heavy financial burden to themselves and their families, and create a bad atmosphere to the university and the community, and even cause crime events. Southwest University is a merger comprehensive university, which are the former Southwest Agricultural University and the Southwest Normal University. In Southwest University, there is rich cultural heritage, and the disciplines are mostly normal professional and agriculture majors. The Southwest University located in the so-called "Chongqing in the garden," Beibei District. Though Beibei District belong Chongqing City, its'business is not very prosperous and shopping is also very few. Therefore the fashion consumer environment is not as good as other main city of Chongqing. Southwestern University students were selected for the survey, which I mainly want to know whether the fashion consumption phenomena of the Southwest University's students is just like what reported in the community. While I want to learn the consumption levels which their fashion consumer identity in.
This study reference Sociology, Psychology, social psychology and other related theory. The methods used by the view of literature research, questionnaires, interviews and so on. Through these methods, I analyzed the phenomenon of Southwest University students' fashion consumer identity, and discussed the subjective and objective factors which impact the students'fashion consumer identity, finally analyzed and summarized.
This study is divided into four parts:first, the social background and unique environment of study were described. Second, the related theory of fashion consumer identity was briefly introduced and evaluated, including fashion, fashion consumption, identity, consumerism. Then, the theory at home and abroad was introduced, which bring Implications for this study. At the same time, the significance and theoretical basis of this research were referred. Based on above, the designs of the study were proposed, including the purpose of this study, ideas and framework, assumptions and methods. Third, student' fashion consumer identity questionnaires and values of consumerism questionnaires were established. Fourth, the student' fashion consumer identity questionnaires and values of consumerism questionnaires were implemented at the Southwest University, the strength degree of the Southwest University students fashion consumer identity were analyst; demographic variables was not their objective factors significantly, associated with their little influence; also analyzed the southwest University student'degree of intensity values of consumerism; Southwestern University students on the values of consumerism and its fashion relevance of consumer identity and their relationship between various factors were also analyzed. Fifth,. Analysis and discussion. Summarize the data analysis for research, the lack of this study and the direction of further study.
本研究借鉴社会学、心理学、社会心理学的相关理论成果与观点,通过文献研究、问卷调查、访谈等方法,分析了西南大学学生时尚消费认同现象,探讨了影响大学生时尚消费认同的主客观因素,在此基础上进行了分析讨论。
本研究分为四个部分：第一部分介绍了本研究的社会背景、时代背景和特殊背景。第二部分是对时尚消费认同研究的相关理论进行了简要介绍和评价,包括时尚、时尚消费、认同、消费主义等重要概念做了阐述；介绍了国内外关于时尚消费认同的相关理论研究,其对本研究带来的启示和其研究的不足；从而提出本研究的意义和理论基础,基于以上对本研究进行设计,提出了本研究的研究目的、思路和框架、假设和方法。第三部分是对大学生时尚消费认同问卷和消费主义价值观问卷的编制。通过访谈、试调查和问卷的信效度检验之后形成最后的问卷。第四部分是对西南大学学生实施了时尚消费认同的调查研究。通过对西南大学学生的时尚消费认同问卷调查,重点分析了西南大学学生时尚消费认同的强弱度；分析得知人口统计学变量客观因素与其呈不显著相关,对其影响很小；同时分析了西南大学学生消费主义价值观的强弱度；对西南大学学生消费主义价值观与其时尚消费认同的相关性及其它们各因子之间的相关性也进行了分析。第五部分是分析与讨论,对资料分析所获得的研究结果进行分析讨论,并提出了本研究的不足及需要进一步研究的方向。
With economy developing rapidly, the world status of China rise rapidly. China has undergone unprecedented changes in politic, economy, culture, and society. In particular, people'living conditions are being improved, and consumerism values are also changing. For example, loans to buy a house and a car, buying luxury goods. Consumerism boom is flowing in our society. Therefore, students have been inevitably impacted. They pursue fashionable consumption, highlight the self-personality, and pursue self-worth achieving. We often learn from the media or witness some of the blind pursuit to fashionable consumption, excessive consumption, conspicuous consumption, and other adverse consumer behavior, which bring a heavy financial burden to themselves and their families, and create a bad atmosphere to the university and the community, and even cause crime events. Southwest University is a merger comprehensive university, which are the former Southwest Agricultural University and the Southwest Normal University. In Southwest University, there is rich cultural heritage, and the disciplines are mostly normal professional and agriculture majors. The Southwest University located in the so-called "Chongqing in the garden," Beibei District. Though Beibei District belong Chongqing City, its'business is not very prosperous and shopping is also very few. Therefore the fashion consumer environment is not as good as other main city of Chongqing. Southwestern University students were selected for the survey, which I mainly want to know whether the fashion consumption phenomena of the Southwest University's students is just like what reported in the community. While I want to learn the consumption levels which their fashion consumer identity in.
This study reference Sociology, Psychology, social psychology and other related theory. The methods used by the view of literature research, questionnaires, interviews and so on. Through these methods, I analyzed the phenomenon of Southwest University students' fashion consumer identity, and discussed the subjective and objective factors which impact the students'fashion consumer identity, finally analyzed and summarized.
This study is divided into four parts:first, the social background and unique environment of study were described. Second, the related theory of fashion consumer identity was briefly introduced and evaluated, including fashion, fashion consumption, identity, consumerism. Then, the theory at home and abroad was introduced, which bring Implications for this study. At the same time, the significance and theoretical basis of this research were referred. Based on above, the designs of the study were proposed, including the purpose of this study, ideas and framework, assumptions and methods. Third, student' fashion consumer identity questionnaires and values of consumerism questionnaires were established. Fourth, the student' fashion consumer identity questionnaires and values of consumerism questionnaires were implemented at the Southwest University, the strength degree of the Southwest University students fashion consumer identity were analyst; demographic variables was not their objective factors significantly, associated with their little influence; also analyzed the southwest University student'degree of intensity values of consumerism; Southwestern University students on the values of consumerism and its fashion relevance of consumer identity and their relationship between various factors were also analyzed. Fifth,. Analysis and discussion. Summarize the data analysis for research, the lack of this study and the direction of further study.
引文
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[4][德]齐奥尔格.齐美尔.时尚的哲学[M].文化艺术出版社,2001(9)
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[6][法]让·波德里亚.消费社会[M].南京人学出版社,2001(5)
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[10]陈创生.时尚符号与大众生活风格[J].深圳大学学报(人文社会科学版),2002,19(5)：P24—29
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[16].西莉亚·卢瑞.消费费文化[M].张萍译.南京大学出版社,2003：1一2
[17]Fumaroli.“我是他人”：对于同一性的误解[M],第欧根尼,1999(1)
[18]华桦.上海大学生基督教的身份认同及成因分析[J].华东师范大学,2007
[19]Kellner, D.媒体文化：介于现代性与后现代性之间的文化研究、认同性和与政治[M].商务出版社,2004
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[23]Enkins Richard. Social Identity. London:Routledge,1996, P3-4
[24]Weeks Jeffrey. "The Value of Difference", In Identity:Community, Culture, Difference, ed. by Jonathan Rutherford. London:Lawrence& Ishart,1998
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