沈阳工业大学学报（社会科学版）Issue(5)：428-434,7.DOI:10.7688/j.issn.1674-0823.2014.05.08
当代大学生非理性消费行为归因研究
Attribution research on irrational consumption behaviors of contemporary college students
摘要
Abstract
Irrational consumption is an important source of profit of retail enterprises, which receives widely attention in academic field. College life is the key period of fostering personal brand loyalty, therefore college students become improtant target customers of retail enterprises. College students are taken as research objects, and categorized according to their life styles, and the purchasing motivation behind irrational consumption behaviors of them is tried to reveal from perspectives of the type and consumption demand of them. The research finds that irrational consumption behaviors can be devided into two dimensions, namely, blind consumption behaviors and impulsive consumption behaviors. Irrational consumption demands can be divided into seven aspects of achievement demand, difference-seeking demand, curiosity-seeking demand, cheap-seeking demand, sociality demand, brand demand and pressure-releasing demand. Difference-seeking demand and brand demand lead to blind consumption behaviors, while achievement demand, curiosity-seeking demand, cheap-seeking demand, sociality demand and pressure-releasing demand are important factors which lead to blind consumption behaviors and impulsive consumption behaviors. This research enriches theories of irrational consumption behaviors, offers theoretical support for enterprises to better understand the consumption behaviors of college students, provides differentiated marketing advices for the merchants whose target customer is college students, and makes personalized marketing plan according to different types of college students.关键词
大学生/非理性消费/品牌忠诚度/消费需要/盲目消费/冲动消费/差异化营销/个性化营销Key words
college student/irrational consumption behavior/brand loyalty/consumption demand/blind consumption/impulsive consumption/differentiated marketing/personalized marketing分类
管理科学引用本文复制引用
李艺,杨月..当代大学生非理性消费行为归因研究[J].沈阳工业大学学报（社会科学版）,2014,(5):428-434,7.基金项目
国家自然科学基金资助项目(70302162) （70302162）
教育部人文社会科学青年基金项目(13YJC630096)。 （13YJC630096）
