【作者】 张妍；

【导师】 宋东风；

【作者基本信息】 山西财经大学 ， 教育经济管理， 2012， 硕士

【摘要】 山西太原作为中部地区的经济核心之一，汇集了30万的在校大学生。他们思想活跃，敢于创新，对新事物敏感；与发达区域的大学生相比，他们又相对保守，资讯落后，敏感于更多的纠结与矛盾中。这样数量庞大、身份特殊、行为特色的大学生构成了独具特色的消费群体，然而，对其消费行为的研究滞后使得高校的大学生消费引导与教育变得主观与茫然。基于此，本研究本论文正是以太原大学生作为研究对象，采用发放问卷、跟踪调查、访谈等多种方式，运用定性研究与定量研究相结合的方法，对其消费行为现状、原因以及大学生消费行为的发展趋势，进行全面系统分析，并对如何利用研究所得的信息进行建议。研究认为，太原的大学生消费行为，既有大学生消费行为的鲜明烙印，又分明受地域特色的影响。太原大学生的消费水平基本合理，但仍有超高消费等局部不合理存在；消费结构总体以基本生活消费和学习消费为主，消费项目存在差异；消费方式表现出分明的“吃喝”、“AA”、“网购”、“自助”、“刷卡不透支”等特点；多种相互矛盾的消费理念并存，整体而言，并不十分成熟。研究认为，以动机、学习、认知与自我概念为主的内部因素以及文化、家庭、参照群体、媒体宣传为主的外部因素决定了太原大学生的消费行为。内部，生理性消费动机、适应性消费动机、期望性消费动机和定位性消费动机四大类动机，总体呈现由弱到强的走势，影响大学生的消费行为。外部，太原城市文化的复杂性、模糊性、矛盾性以及深受影响的大学亚文化为太原大学生消费者设定了消费行为的边界，引起大学生消费行为的地区差异。基于以上信息，建议，与大学生消费行为紧密相关的两大主体必须做出正确反应。高校需在“正确引导”的宗旨下，与家庭、社会尤其是大众传媒协力行动，加强大学生消费道德教育、强化大学生理财素质与技巧，鼓励绿色消费。更多还原

【Abstract】 Taiyuan, located in Shanxi, midland of China, is attracting300,000students in itsuniversity campus. They are active in innovation and new things, but by comparison withdeveloped areas, they are backward and conservative as well. The gigantic group has become aunique consumer group. However, Guidance on consumer behavior of college students has beenlagging behind due to little research.Based on it, the paper chooses college students in Taiyuan as objects, uses a variety ofmeans such as survey, interview, tracking study, and so on, analyzes the status quo and the reason,and gives suggestions on how to make a good use of information developed by the research.The paper thinks, consumer behaviors of Taiyuan college students not only get commonfeatures of college student group, but also unique regional features. As a whole, the consuminglevel of Taiyuan college students is basically reasonable, but many unreasonable consumerbehaviors exist. As for consuming structure, they cost largely on study and basic living, theirconsuming lists are colorful and changeable. As for consuming means,“eating and drinking”,“AA”, self-help, online shopping are chosen mostly. As for consuming concepts, they haven’t yethad mature and stable concepts.According to the paper, consumer behaviors of college students in Taiyuan are decided bytwo kinds of factors, external and internal. Motive, learning, cognition and self-concept, as mainexternal factors, make a big influence. Motive pyramid is conducted, divided into four levels,survival motive, adaptive motive, expectative motive and orientation motive. Culture, dividedinto urban subculture and university subculture, explains why consumer behaviors of collegestudents have obvious regional difference.The paper makes suggestions on how to properly intervene in consumer behaviors ofcollege students by use of information developed. Universities and companies should give properresponse. The universities need cooperation with the families and the society, especially themedias, strengthens education in consuming morality, financial qualities and skills of collegestudents, and advocates green consuming. The companies will have to learn how to use campusmarketing. Parts of the companies are warned of trap on market segmentation.更多还原