The Influence Of College Students’ Individual Relative Deprivation On Different Purchase Tendencies: The Role Of Materialist Value And Social Support

This paper aims to explore the relationship between College Students’ individual relative deprivation and different purchase tendency,as well as the mediating and regulating role of materialist values and social support.In this study,1300 college students from three colleges and universities in Heilongjiang Province were tested with the relative deprivation questionnaire,the experiential purchase tendency scale,the materialist values scale and the social support evaluation scale.The results show that:（1）The individual relative deprivation level of college students was significantly higher in men than in women;The scores of senior individuals were significantly higher than those of freshmen;The scores of non-harmonious families were significantly higher than those of harmonious families.（2）The level of College Students’ individual purchase tendency,women’s experience purchase tendency is significantly higher than men;Sophomores’ experience purchase tendency is significantly higher than Freshmen’s experience purchase tendency;The experience purchase tendency of liberal arts individuals is significantly higher than that of science and engineering individuals;The experience purchase tendency of individuals in urban areas is significantly higher than that in rural areas.（3）In terms of individual materialistic values of college students,women scored significantly higher than men in the dimension of obtaining property;In the dimension of success defined by property,the score of non-only individuals is significantly higher than that of only individuals;In the dimension of obtaining property,the scores of liberal arts individuals are significantly higher than those of science and engineering individuals;In the dimension of success defined by property,the scores of individuals in rural areas are significantly higher than those in urban areas;In the dimensions of defining success by property and pursuing happiness by obtaining property,the scores of individuals in non-harmonious families are significantly higher than those in harmonious families.（4）The individual social support level of college students was significantly higher in men than in women;The scores of non-singleton individuals were significantly higher than those of singleton individuals;The scores of science and engineering individuals were significantly higher than those of art and sports individuals;The individual scores of harmonious families were significantly higher than those of non-harmonious families.（5）College Students’ individual relative deprivation has a significant negative correlation with experience purchase tendency and social support,and a significant positive correlation with materialistic values;Materialistic values are significantly negatively correlated with experience purchase tendency and social support;There is a significant positive correlation between social support and experience purchase intention.（6）College Students’ individual relative deprivation has a negative predictive effect on different purchase tendency,materialistic values play an intermediary role,and social support regulates the intermediary effect of materialistic values.When social support is low,materialistic values have no significant impact on different purchase intention.With the improvement of social support,the predictive effect of materialistic values on different purchase intention decreases.