中國大陸都會區青少年消費行為初探

Exploring the Consumer Styles of the Youths in China

本研究以中國大陸都會區青少年為受訪對象，試圖探討成長現代化程度較高、物質較豐裕的大陸都會區之青少年，他們的消費行為傾向與其個人因素、家庭背景因素、和傳媒使用之間的關係。本研究所探討的消費行為傾向包括：物質主義傾向、社會表達性消費動機、購買前資訊搜尋、和衝動性購買。從因果結構關係模式分析的結果顯示：除了社會表達消費動機之外，本式對其他三個消費行為行為的解釋力並不高，但是卻有不少研究假設中預期的結構關係獲得驗證，例如，性別差異、年齡差異、和某些社經背景變項對某些消費行為傾向確實有直接和間接的影響。接觸大眾傳媒也顯然對青少年的消費行為養成有明顯的助長之勢，這與學者在美國和台灣的青少年消費社會化研究的結果，有相當程度的吻合。作者將以此研究為日後海峽兩岸跨地域消費行為研究之起始點。

A study of the consumer styles and orientations of the youths in Mainland China was conducted, in which several consumer orientations-materialism, impulsive purchase, socially expressive motives for consumption, and rational consumer skills were examined. Mass media exposures and demographic factors-gender age, parents' education, and family's income were used as the explanatory variables. The survey data was collected from youths, aged 14 to 27, who go to either high schools or colleges in four major cities of China-Beijing, Wuhan, Shanghai, and Guangzhou. The final sample size was 1523. ANOVA and structural equation models were used in the analyses with a view to investigating the relationships between the consumer styles and the various explanatory variables among the Chiese youths.