摘要
媒体对人们的认知及行为发展有着潜在而深远的影响。作为从乡村走向城市的群体,中国农民工在融入城市的进程中越来越深刻地受到大众传媒的影响,传媒性影响越来越浸润到农民工生活的方方面面。通过对江西、广东等客家聚集区481份农民工调研问卷数据分析,发现大众传媒接触度对农民工品牌产品购买意向具有显著正向影响,其中炫耀性倾向起着显著的调节作用。即炫耀性倾向与大众传媒的影响有交互作用(显著):大众传媒对于炫耀性倾向高的消费者影响更大,大众传媒提高了炫耀性倾向高的消费者对品牌产品的购买意向;而大众传媒对于炫耀性倾向低的消费者来说影响较小。分代际差异结果显示,大众传媒接触度对老生代农民工炫耀性倾向、品牌产品购买意向影响不显著,对新生代农民工则表现出显著的正向影响。
Mass media exert a potential and far-reaching influence on people＇ s cognition and behavior.As a group migrated from the rural to the urban areas, Chinese migrant workers are increasingly affected by mass media while they integrate themselves into the city life. Media influences permeate every aspect of their lives. Based on a questionnaire and investigation of 481 Chinese migrant workers from Jiangxi and Guangdong Prov- ince, this paper finds that contact with mass media has a significant and positive effect on their purchasing pref- erence of brand, and that conspicuous consumption tendency plays an important role as a moderator variable. Furthermore ,generational differences analysis shows that contact with mass media has greater influences on new generation migrant rural workers＇ consumer identity and purchase preference of brand while it has little effect on old generation workers.
出处
《农林经济管理学报》
CSSCI
2016年第2期210-217,共8页
Journal of Agro-Forestry Economics and Management
基金
国家自然科学基金项目(71162001)
江西省客家文化传承与发展协同创新中心资助项目(KD201502)
关键词
大众传媒
农民工
炫耀性消费倾向
代际差异
mass media
migrant workers
conspicuous consumption tendency
generational differences
