Abstract:Comparison, more than reality, is a serious problem among Chinese female undergraduates, especially in indiscriminately pursuing Luxury. One of the most important reasons for comparison is that female undergraduates can not identify themselves properly. That is not an isolated phenomenon. It will influence the formation of their value and life views as well as their all-round development.
This thesis focuses on the research of female undergraduates’ consumer motivation to the Luxury. It will verify whether their motivation is mature or not from the view of self-concept. Leading the female undergraduates to establish a healthy and mature consumer motivation is an important content of the contrary mentality. It will advance the development of the female undergraduate’s integrated development and our social progress. It holds very important theoretical value and practical significance.
Maturing the consumption concept can help female undergraduates become a useful person. The epitome of that is reasonable consumption. It is suggested to structure college educational management as a mainly content. Society, family and students must take part in the lessons of consumption guiding positively. Colleges and universities should play an important role in leading the students to establish a wise consumption habit and a scientific consumption concept. Government should advocate for reasonable consumption positively among the people.
Key words: luxury products; consumer motivation; self-concept; female undergraduates
摘要:中国女大学生的攀比风气很严重，以盲目追求奢侈品的举动尤为突出。而女大学生产生攀比心理很大的一个原因是女大学生对自我价值的定位不准。她们未能正确地自我定位不是一个孤立的现象。这事关女大学生的健康成材与全面发展，事关国家的未来与命运。
本选题将从自我概念的角度关注研究女大学生对奢侈品的消费动机是否得当。引导女大学生树立健康理智的消费动机是思想政治教育工作的重要内容，对促进女大学生全面发展和社会进步有着十分重要的理论价值和实践意义。
本论文建议构建以高校教育管理为主体，社会、家庭和学生积极参与大学生理性消费引导及教育体系。高校在帮助大学生树立理性消费观和养成科学消费观方面应该起主要作用。
关键词：奢侈品；消费动机；自我概念；女大学生
