Abstract：China is currently the second largest market for luxury goods, which presents a trend that the buyers are younger. This article mainly investigates the purchase motive of contemporary college student consumers. With the credit card payment originating from the western countries, our contemporary college students purchase luxury goods conveniently in daily consumption on this payment, which seriously put them in debt for a long time. Empirical studies show that the motives of college student consumers to buy luxury goods can be divided into social-orientated and self-orientated, among which “conspicuousness” is the most important symbol. Considering such a kind of phenomenon, this dissertation points out that credit card payment directly provokes college students’ luxury goods purchasing motive and brings the negative influence both on construction of the correct consumption value and personal perception. Concluded from the above, it is very significant to place much attention on the overuse of credit card and the education of values among college students.
Key Words: credit card, luxury purchase motive, Chinese college students
摘要：近年来，中国成为了消费奢侈品的第二大市场，今天的奢侈消费已呈现出年轻化趋势。本文以我国当代大学生消费群体为研究对象。随着起源于西方国家的西用卡方式的出现，我们当代大学生在日常消费中使用这种付款方式购买奢侈品是非常方便的，这严重地导致他们长期处在负债当中。通过实证研究，结果显示了大学生消费者购买奢侈品的动机主要分为社会导向和个人导向两方面，其中“炫耀”是这一群体奢侈品消费的最主要动机。考虑到这现象，本文直接指出信用卡的付款方式引起大学生的奢侈品购买动机以及对构成正确消费观和个人感知的负面影响。以上结果表明，我们应关注大学生过度使用信用卡和正确价值观教育是非常重要的。
关键词：信用卡；奢侈品的购买动机；中国大学生
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