储蓄和消费：群体规范对自我建构的影响

发布时间：2019-01-20 21:10

【摘要】：储蓄和消费对国家经济的发展有着极大的影响，以美国为代表的欧美国家消费过高而储蓄率过低，中国则完全相反。如果要改变中国现有的低消费高储蓄的现状，除了从国家宏观经济层面进行指导之外，从个人的储蓄消费行为着手，研究可能对个人的储蓄和消费行为产生影响的因素，从微观角度尝试改变个体的储蓄和消费行为，积少成多，也会起到非常好的效果。本文从消费者行为学的角度出发，研究了自我建构和群体规范的交互作用对人们储蓄和消费的影响。文献综述部分围绕四个方面展开，包括储蓄和消费、自我建构、社会认同，以及群体规范。实验部分由三个2×2的小实验组成，三个实验层层递进，逐步加深对主题的讨论和认识。论文研究发现：（1）相依自我在群体规范分别表现为消费和储蓄时，其消费意愿有着显著差异，，而独立自我在群体规范分别表现为储蓄和消费时，消费意愿没有显著差异；（2）当进一步将群体规范区分为命令性群体规范和描述性群体规范时，发现命令性群体规范比描述性群体规范对个体的消费意愿的影响更为显著。研究探索了影响储蓄和消费行为的因素，在一定程度上丰富了自我建构、储蓄消费和群体规范的相关理论，对降低储蓄促进消费有着一定的指导意义。
[Abstract]:Savings and consumption have a great impact on the development of national economy. The United States as the representative of the European and American countries to spend too high and the savings rate is too low, China is completely the opposite. If we want to change the current situation of low consumption and high savings in China, in addition to providing guidance from the national macroeconomic level and starting from the individual's saving and consumption behavior, we will study the factors that may have an impact on the individual's savings and consumption behavior. Trying to change individual savings and consumption behavior from a micro point of view, a small increase, will also play a very good effect. From the perspective of consumer behavior, this paper studies the effects of self-construction and group norms on people's savings and consumption. The literature review focuses on four aspects, including savings and consumption, self-construction, social identity, and group norms. The experiment part consists of three small experiments of 2 脳 2, and three experiments step by step to deepen the discussion and understanding of the subject. The results show that: (1) when group norms are expressed as consumption and savings, there are significant differences in consumption intention between dependent self and independent self, but there is no significant difference in consumption intention between independent self and group norm. (2) when the group norm is further divided into the command group norm and the descriptive group norm, it is found that the mandatory group norm has more significant influence on the individual's consumption intention than the descriptive group norm. The study explores the factors that affect saving and consumption behavior, enriches the relevant theories of self-construction, savings consumption and group norms to a certain extent, and has certain guiding significance for reducing savings to promote consumption.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F126.1

【参考文献】