摘要独生子女与非独生子女作为大学生消费主体中的一个特殊群体，他们的消费心理有很大的差异，本文以问卷调查为主，对南京某高校的独生子女与非独生子女进行抽样调查，通过从家庭地位、家庭经济条件、父母受教育程度以及家庭教育方式等角度分析对独生子女与非独生子女大学生消费心理的影响，并比较其差异性，分析两者消费心理的合理性和特殊性。通过问卷和相关分析，总结发现独生子女与非独生子女的消费特征有以下三点：即实际消费是主流以及消费趋势；人际交往和休闲娱乐的消费增长，时尚前卫特征突出；冲动性购买往往取代计划性购买。消费呈现出生存型向质量型过度的趋势，消费模式朝多元化方向发展。并从家庭因素的角度提出相关对策。意义在于补充完善相关研究体系，为以后的研究提供借鉴。66418

毕业论文关键词  独生子女与非独生子女  大学生消费心理  家庭地位  家庭经济条件  受教育程度  教育方式 

毕 业 论 文 外 文 摘 要

Title A comparative analysis of consumer psychology between   the only-child and non-only-child college students——Case of Nanjing                                      

Abstract

As a special consumer groups, there is a great difference between the only-child and non-only-child college students. The article is based on the questionnaire survey and analyzes the only child and non-only child from a university in Nanjing through sampling survey was conducted, from the angle of family status, the family economic conditions, parents' level of education and family education. The article analyzes the influence of only-child and non-only-child college student and compares the differences, analysis of both the rationality and the particularity of consumer psychology. And find Consumption characteristics of only child and non - only child has the following three points: the actual consumption is the mainstream and trend; interpersonal communication and entertainment consumption growth, fashion features prominent; impulse buying is often replaced the planned purchase. Consumption has become a survival type to quality type trend, consumption patterns moving in the direction of persification. And put forward some countermeasures from the angle of family factors. Meaning is to supplement and improve the relevant research system, providing reference for future research.

Keywords  The only-child and non-only-child College students’ Psychological Status of the family The family economic conditions Level of Education of parents

1  导言 1

1.1  研究背景 1

1.2  研究意义 1

2  文献回顾 3

3  研究设计 6

3.1  相关概念介绍 6

3.2  研究方法 6

3.3  假设前提 6

4  研究结果 9

4.1  问卷设计 9

4.2  调查结果 9

4.3  相关性分析 11

结论 16

1  关于独生子女和非独生子女消费心理差异的一般性结论 16

2  独生子女和非独生子女大学生消费心理的共同特征