CAJ | 학술논문

新生代农民工对商品或服务的需求不仅局限于功能上实现，更多是通过消费来获取社会认同与实现个人价值，缩小与城市居民的差距。研究发现，新生代农民工在进行消费时为满足自身特定心理需求，显现出炫耀性消费行为，并呈现出符号消费、模仿消费与个性化消费等行为表征。通过“鱼刺图”模型，阐明导致新生代农民工炫耀性消费行为的主要动机在于价值观、参照群体、家庭及大众传媒等四个方面。
신생대농민공대상품혹복무적수구불부국한우공능상실현，경다시통과소비래획취사회인동여실현개인개치，축소여성시거민적차거。연구발현，신생대농민공재진행소비시위만족자신특정심리수구，현현출현요성소비행위，병정현출부호소비、모방소비여개성화소비등행위표정。통과“어자도”모형，천명도치신생대농민공현요성소비행위적주요동궤재우개치관、삼조군체、가정급대음전매등사개방면。
New generation migrant workers′ demand for goods or services is not only to imple-ment the function,but also to obtain social identity and realize personal values through the con-sumption,so as to narrow the gap with urban residents.The study has found that the new gener-ation migrant workers who are willing to meet their special psychological need showed their char-acteristics of conspicuous consumption behavior,presenting some behavior characterization,such as symbol consumption,imitative consumption and personalized consumption,and so on.By u-sing fishbone diagrams model,the study illustrates that the primary motivation of their conspicu-ous consumption lies in the following aspects:personal values,reference group,family factors and mass media,etc.