城乡大学生消费心理与行为的比较研究——以xx大学为例

摘    要
 目的：调查城乡大学生消费心理与消费行为的差异，并尝试分析存在差异的原因。
方法：采用《大学生消费行为和消费心理抽样调查问卷》，对360名南通大学学生进行施测。
结果：在基本情况上，城乡大学生在家庭收入、生活费方面差异非常显著；在消费行为上，城乡大学生在生活用品费用、书刊费用、上网费用、话费、与普通朋友交往费用和对假冒商品的态度等方面差异显著；在消费心理上，城乡大学生在意向消费、物品选择标准、心情购物和购物快感等方面差异显著。
关键词：城乡大学生，消费心理，消费行为
ABSTRACT
 Objective: This study is to investigate the differences of the consumption concept and consumption behavior between urban and rural students and try to analysis the reasons for the differences.
Methods: 360 students of Nantong University were surveyed with the sampling questionnaire on consumption concept and consumption behavior between urban and rural students.
Results: In the basic situation, there are extremely significant differences in the family income and living expenses between urban and rural students; in the consumption behavior, there are significant differences in the life expenses、books cost、internet fee、telephone fee、with ordinary friends cost and the attitude of fake commodities between urban and rural students; in the consumption psychology, there are significant differences in the intentions consumption、items selection criteria、the mood shopping and shopping pleasure between urban and rural students.
        
Key words: urban and rural students, consumption psychology, consumption behavior

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