Survey Research On Signal Consumption Of New Generation Migrant Workers

After reforming and opening policy, ideological state quitted step by step the role which offer the value of consumption and no longer infuse the value of traditional thrifty not enjoying the consumption. Among the power of ideological state quitting the area, market system began to be the main meaning provider for the society.Therefore, it is affecting the consumer’s behaviors and ideals.Nowadays, among the emergency of city’s consumer culture, city becomes into consumer society. However, because of the obstacles such as the dual urban-rural social structure, Chinese rural society is not transmitting as fast as cities. Migrant workers merely live another world where they work. In recent years, there are more new generation migrant workers, who appear new consumption situation which are very different from those pre-80cohort. As an exploratory study, this thesis describes the basic consumption situation of new generation migrant workers, then discovers the different consumption psychology and ideals within different features of citizenizationOperate the new generation migrant workers’ signal consumption into three sides survey:under the mechanism of meaning making such as advertise,fashion,brand,pack,consumption space, measure the typical signal commodities, signal consumption psychology,signal consumption ideal. By analyzing253questionnaires, this survey gives three conclusions. Firstly, significant difference is among different occupation new generation migrant workers’ signal consumption psychology on mobile. Secondly, significant difference is among different self-identity new generation migrant workers’ excessive signal consumption ideal. Thirdly, significant difference is among different future-planning new generation migrant workers’ excessive signal consumption ideal.The in-depth research should make attention to find the reason which cause the difference of signal consumption within new generation migrant workers cohort.