Research on Face Compensation Mechanisms for College Students'Consumption
The psychological mechanisms for college students'parallel consumption of luxury goods and thrifty goods need to be studied.Starting with the research thinking of"face view"and applying qualitative research method,this article tries to present the face compensation mechanisms for college students'consumption.Firstly,social comparison would lead to status panic and stimulate face demand,which could trigger the parallel consumption of high-cost,low-frequency luxury goods and low-cost,high-frequency thrifty goods.Secondly,in order to achieve self"face saving",college students would save money from thrifty consumption and use it for luxury consumption;in order to achieve"face giving",college students would hide thrifty consumption and present luxury consumption.Finally,moderate luxury consumption and thrifty consumption would provide college students with face compensation,but their actual economic ability and status remain unchanged.Interpreting college students'consuming psychology would enrich researches on consumption and"face view".
College StudentsLuxury ConsumptionThrifty ConsumptionFace Compensation
万方数据
维普
