| Since the twenty-first Century,China has made rapid economic development and urban construction is in full swing,which has an inseparable relationship with a group of migrant workers.The new generation of migrant workers grow rapidly in the groups of migrant workers,they become the key hub connecting city and countryside,they work and live in the city but belonging to the rural population,by the double effect of living environment of rural and city,they have both living culture character.The new generation of migrant workers as the city's low-income groups,but in consumption habits and the concept of life do not match with their own identity,they focus on city groups consumption habits,pursuit the well-known brands of consumer products in order to meet the psychological demands of the join into the city population actively,and even bear the financial burden beyond their ability,become“self-packaging" by means of explicit strong brand products,in order to obtain the recognition of city group,get into the city group,try to get rid of their origin farmer groups.In the new generation of migrant workers returning home,the pursuit of explicit strong,can reveal the social status of the famous brand products will be more intense,the return home conspicuous consumption is more obvious.Analyzing the current research of conspicuous consumption for the new generation of migrant workers,mostly based on the perspective of sociology,explore the consumption patterns of quality,lack of marketing and psychology perspective,more less research on the new era of migrant workers returning home conspicuous consumption.On the basis of previous studies,this article from the cross perspective of sociology,marketing and psychology,and by the enlightenment of international research focus on China localization,for the phenomenon of the new generation migrant workers' returning home conspicuous consumption,combing face awareness,need for status,power distance on the relationship between returning conspicuous consumption will,and explore the influence mechanism of face awareness into the new generation of migrant workers returning home conspicuous consumption.Through the questionnaire survey,and using SPSS19.0 statistical software to verify the relationship between the number of theory paths,and drawing the meaningful below several conclusions:(1)face awareness is the new generation of migrant workers returning home conspicuous consumption effective stimulus,behind the phenomenon of returning home conspicuous consumption is the socialization factor of new generation migrant workers who want to get face and fear losing face.(2)need for status is a mediator between the new generation of migrant workers returning home conspicuous consumption and the face awareness,the stronger the new generation of migrant workers face awareness,the need for status will be more positive.(3)The distance of power has a significant role in regulating the relationship between the new generation of migrant workers' face awareness and their need forstatus.The higher the individual's power distance is,the influence of face awareness to need for status become more intense.This study starts with face awareness and introduces the need for status and power distance function mechanism.It explores willingness of the new generation of migrant workers returning home conspicuous consumption from the perspective of muti-discipline and combined with China's localized international research hotpots.This is an effective complement to conspicuous consumer research in terms of research perspective,research content,and research hotpots.At the same time,for the new generation of migrant workers,they should establish a correct concept of consumption and strive to upgrade their knowledge and cultural level.They should deeply understand that if they want to completely get rid of rural groups and integrate into urban groups,they need to constantly increase their knowledge and skills,rather than merely relying on outward-looking conspicuous consumer goods.For enterprises,they should fully recognize the consumption potential of the new generation of migrant workers and develop products suitable for the consumption characteristics of this group,and it is necessary to strengthen the construction of social responsibility and correctly guide the consumption behavior of the new generation of migrant workers.For the country,it is necessary to reasonably solve the problems in the development of Chinese ‘urban-rural dual system' and actively guide the new generation of migrant workers to establish a correct concept of integration into the city,and take efforts to build a harmonious socialist society. |
