The Effect Of Social Exclusion On New Generation Of Migrant Workers’ Conspicuous Consumption Willingness

In recent years, as the new generation of migrant workers are increasingly coming into the city, people are gradually paying attention to this special group. Their life in the city, consumption and other issues arouse the interest of many experts and scholars, they began to study the consumption problems of new generation of migrant workers, especially the conspicuous consumption. But now most scholars’ research on new generation of migrant workers is from the perspective of sociology, the research from the angle of marketing is still rare. Therefore, this paper will be on the basis of research results at home and abroad for reference, and this paper will be based on the triple perspective of marketing、sociology and psychology, in view of the conspicuous consumption willingness of the new generation of migrant workers, will be depth analysis on the social exclusion, self-esteem and city integrating willing for the role of conspicuous consumption willingness, to clarify the life status, mental status and consumption of the new generation of migrant workers, in order to put forward useful suggestions for speeding up the urbanization of Cenozoic migrant workers.In this paper, we choose the new generation of migrant’s worker as the research subject. First of all, we analyze the effect of social exclusion on new generation of migrant workers’ conspicuous consumption willingness, then we make a research about the mediating role of self-esteem and regulation of attention to city integrating willing. We draw such conclusions:(1) In the new generation of migrant workers, the migrant workers are perceiving more social exclusion, their conspicuous consumption tendency is stronger; Due to the different level of education, income and status, the new generation of migrant workers will feel social exclusion from the urban people in the process of city’s survival. In order to reduce the feeling of rejection, to gain recognition and respect, they will strengthen their spending on conspicuous consumption.(2)New generation migrant workers perceived social exclusion stimulates their self-esteem partly, and thus affects their conspicuous consumption willingness. In the process of urban living, the feeling of rejection will hurt their self-esteem and lower their self-esteem, in order to compensate for the injury of self-esteem, they would choose for conspicuous consumption to sure their value.(3) The willing of new generation of migrant workers integrating into the city is stronger, the influence of perception of social exclusion on conspicuous consumption willingness is stronger. Although new generation of migrant workers faces many obstacles in the process of integrating into the city, the willing to blend themselves into the city is very strong, they are eager to take root in the city, to get the recognition of urban people, they will strengthen the conspicuous consumption.This research for new generation of migrant workers focuses on the perspective of social exclusion, and joins the mechanism of action of self-esteem and city integrating willing. It is based on the perspective of sociology, psychology, marketing. Both the research perspective and research content are useful supplement for conspicuous consumption. At the same time, in the process of the present study, we find that there is no enterprise to develop the right products for this special group, the enterprises should pay enough attention to this group, and make effective marketing strategy to meet the needs of target customers. In addition, this research reflects the true survival status of new generation migrant workers and their irrational consumption patterns and its underlying cause to a certain extent. We propose corresponding countermeasures to solve this problem and to promote the construction of a well-off society in an all-round way.