Empirical Research About The Influence Of Reference Group And Values On One Child Generation’s Conspicuous Consumption

In recent years, owing to economic rapid development, China has entered intothe era of mass consumption. The consumption level and ability of China has rapidlygrowth. The only child generation has gradually become the main force of consumption.With a large number of foreign products into China, more and more single generationgroup began to contact Chinese and western brand products, and would like to buy highgrade product. They buy these products not only meet the practical function of the productitself, more and more embodied in the social function of products, that is, through suchconsumption behavior they can express their self image, status and social status. This kindof consumption is defined as conspicuous consumption. The unique living environment,background, and people they contact influence their values, which affect their consumptionbehaviors. Article aims to study the influence of internal and external factors for only childgeneration of their conspicuous consumption.The paper uses the literature research and quantitative analysis method. Througha large number of literature research and classification, the consumer depth interview,experts’ identification, design the scale and questionnaire. Distribute and collect a widerange of data and make analysis through SPSS and Amos. Using the structural equationmodel analysis method to fit and correct the whole model. And through chi-square test andmultiple response analysis method, the study has made analysis of demographic variable’sinfluence. This paper has eventually divided the values scale into "group" and "personal"two factors, and confirmed the reference group of informational, utilitarianism, expressivevalue to the influence of conspicuous consumption. The conspicuous consumptionbehavior is divided into pleasure and identity factor and individual character and fashionfactor. The paper discusses the demographic variables on the influence of conspicuousconsumption. Finally from the marketing management, discusses the meaning andtheoretical results, and put forward the practical suggestions.