Analysis on Idolatrous Consuming Behavior of Chinas Only Child Generation--Empirical Study Based on the College Students Consumers

摘要：

Chinas only child generations consumer group is worth focusing on. The vast majority of the only child generations consumers are teenagers. And generally teenager consumption is susceptible to consumption idol. Based on the definition of the concept of idolatrous consumption, this article designs a behavioral model of idolatrous consumption, and makes empirical analysis using college student consumers as samples. It concludes that the external influence factors have conspicuous effect on idolatrous behavior and idolatrous consumption behavior, and that disposable money has the most significant influence on the idolatrous consumption. This conclusion provides certain guidance and reference both for enterprises strengthening the concerns over demand for idolatrous youth commodity and for the related marketing practice.

关键词： The only child generation Idol Idolatrous consumption

作者: XU Dayou PAN Chaoyun XU Peng

作者单位: School of Business Administration, Guizhou University of Finance and Economics, China, 550004

会议类型: 国际会议

会议名称: 2011 Exchange Conference--International Marketing Science and Information Technology(2011国际营销科学与信息技术交流大会)

会议地点: 贵阳

会议语种:英文

页码: 237-248

在线出版日期: 2011-12-17（万方平台首次上网日期，不代表论文的发表时间）