【正文】 . Thus, it appears that advertising, peers, and celebrities/role models have the potential to contribute to brand choice among teens. Hence, the objective of this research is to explore the impact that role models may have on teenagers. First, the concept of role model influence is reviewed. Next, we will investigate the perceptions of teenagers regarding several role models. Finally, role model influence will be assessed regarding its impact on teenagers39。s for people my age39。 purchase intentions and behavior? Craig A. Martin Instructor of Marketing, Fogelman College of Business and Economics, University of Memphis, Memphis, Tennessee, USA Alan J. Bush Professor of Marketing, Fogelman College of Business and Economics, University of Memphis, Memphis, Tennessee, USA Keywords Consumer behaviour, Young people, Advertising, Consumer marketing, Fashion Abstract Attempts to determine which individual, or group of individuals, has the strongest influence on adolescent consumer purchase intentions and purchase behavior. By introducing the concepts of direct (fathers and mothers) and vicarious (favorite entertainers and favorite athletes) role models into the consumer behavior literature, the study allows greater understanding of the socialization patterns of young adult consumers. Results from this study provide significant contributions for marketing and advertising managers seeking to improve their understanding of the evergrowing adolescent consumer market. Introduction The teenage market in the USA represents a tremendous opportunity for marketers. Recent figures estimate that teens spend nearly US$100 billion a year (Zollo, 1995). Projections indicate that by 2021, the teenage population will have grown to approximately 34 million (Merrill, 1999), exceeding their number in any of the baby boom years of the 1960s (Miller, 1994). Moreover, Zollo (1995) posits that teens are extremely important targets for marketers because: (1) they influence their parents39。 因?yàn)檠芯考性谝粋€大學(xué)的學(xué)生，一些總體性的限制和約束的問題將會出現(xiàn)。大多數(shù)這類消費(fèi)者喜歡略合身的服裝而不是完全合身的服裝，因?yàn)橄鄬τ跁r尚，他們認(rèn)為價格更加重要。此外，此學(xué)生集群選擇盜汗作為他們的第二選擇。這表明他們可能通過品牌得到正確的價格?；谙惹暗难芯?，我們發(fā)現(xiàn)特定的品牌和產(chǎn)品偏好 (例如奢侈品 )與無數(shù)消費(fèi)者屬性緊密相關(guān) ；然而，這些研究并沒有把大學(xué)生廣泛的品牌產(chǎn)品偏好、購物取向與多個人口特征相結(jié)合，包括大學(xué)專業(yè)。在使用大學(xué)生作為樣本的大量研究中，只有六個研究表明考慮了服裝品牌偏好 的外部影響因素。同時他們也確定了以下三個基于購物取向的集群 :功利主義的集團(tuán)、享樂主義利益集團(tuán)和綜合利益集團(tuán)。 調(diào)查結(jié)果 —— 該研究顯示，以上三個部分可以通過不同的人口統(tǒng)計配置和品牌 /產(chǎn)品偏好刻畫，為零售商提供了市場和營銷策略。 Jung and Sung, 2021。又如許彩萍認(rèn)為 高校應(yīng)負(fù)起責(zé)任，引導(dǎo)大學(xué)生樹立正確消費(fèi)觀，重視對大學(xué)生的消費(fèi)教育；狠抓學(xué)校風(fēng)氣建設(shè)；關(guān)注貧困生的生活學(xué)習(xí)；堅(jiān)持正確的消費(fèi)教育導(dǎo)向。又如陳瑜玲，黃學(xué)艾，黃海霞等作者則認(rèn)為大學(xué)生出現(xiàn)的消費(fèi)支出問題主要表現(xiàn)在消費(fèi)意識觀念方面：在價值觀念上偏 向金錢、追求享受；在文化消費(fèi)支出中整體性層次偏低，過多傾向于娛樂性、消遣性；在娛樂消費(fèi)支出方面，追求時髦，互相攀比等。同時，他指出了合理消費(fèi)的意義是促進(jìn)社會經(jīng)濟(jì)增長；促進(jìn)社會文明和社會全面進(jìn)步；對人的全面發(fā)展有巨大推動作用等 ① 。同時他在這本書中指出我們的社會是通過消費(fèi)及對其揭示來維持平衡的，還指出了消費(fèi)與和諧社會的關(guān)系：合理的消費(fèi)才能建立一個和諧平衡的社會。而齊美爾則在《時尚的哲學(xué)》里著重闡述了時尚。 consumption expenditure directly from the microscopic perspective as the questionnaire survey method. At the same time, the author analyzed the influence factors of college students39。研究方法更有所不同，有問卷調(diào)查法、文獻(xiàn)研究法、經(jīng)驗(yàn)總結(jié)法、比較分析法和數(shù)據(jù)研究等。其中每篇文獻(xiàn)的研究都有各自的特點(diǎn)：有重點(diǎn)研究心理需求方面因素的；有三方面因素都講到但分析得不是很透徹的；有站在宏觀角度分析的等等。 consumption expenditure into three aspects: the students individual factors, family factors, social environmental factors. Then the three factors were subdivided into six aspects: individual factors, modity factors, internal family factors, external family factors, media factors and business factors. Keywords:consumption expenditure, influence factor, correlation analysis 一、國外研究現(xiàn)狀 在西方發(fā)達(dá)國家，有關(guān)消費(fèi)行為學(xué)及心理學(xué)的研究由來已久。他認(rèn)為，在對時尚的消費(fèi)過程中，人們將自己與同一圈子的人緊密聯(lián)系到一起，但同時又將自己與其它圈子的人隔離開。這對于我們從宏觀角度把握消費(fèi)，并進(jìn)一步研究大學(xué)生消費(fèi) 支出，有一定的借鑒意義 ① 。又如刁姝杰和馬小偉以時間為線索，對中國社會消費(fèi)觀念進(jìn)行縱向梳理，指出消費(fèi)觀念根 植在社會價值觀的土壤之中，是各種具體消費(fèi)行為傾向和態(tài)度的終極狀態(tài)。再如張志祥認(rèn)為當(dāng)代大學(xué)生的消費(fèi)支出具有個性化、實(shí)用化、時尚化、多樣化的特點(diǎn)，模仿性消費(fèi)日趨明顯 ⑤ 。再如俞海山在《可持續(xù)消費(fèi)模式論》指出人口、政府、企業(yè)、消費(fèi)者等與可持續(xù)消費(fèi)的各種關(guān)聯(lián)，系統(tǒng)地論述了可持續(xù)消費(fèi)觀。 Mexico, Lee et al., 2021). In addition to the fragmentation from country specific samples, the studies involved specific aspects of brand preferences and were not prehensive in profiling the college student market. For example, Mulyanegara and Tsarenko (2021) investigated the relationship among brand personality, consumer values, and brand preferences and found that consumer values (. internal values, interpersonal values) were related to brand preferences, mediated by prestige sensitivity. Phau and Leng (2021) examined the attitudes toward luxury brand apparel and status seeking. Choi et al. (2021) examined brand extensions for the fast fashion brand Zara. Lee and Rhee (2021) and Jung and Sung (2021) examined certain brands such as Gap, Polo, and Levi’s and found significance with consumer attributes such as brand loyalty and quality perceptions. Girard et al. (2021) tested relationships among demographics, shopping orientations and purchase preferences, and indicated that convenience and recreational shopping orientations and gender demographics had significant relationships with clothing and perfume purchase preferences in online shopping. Based on the abovementioned previous studies, significance was found between specific brand and product preferences (. luxury goods) and numerous consumer attributes。 創(chuàng)新性 /價值 —— 盡管這些消費(fèi)者偏好的信息可以被直接使用到服裝零售商的商品規(guī)劃，但是很少有研究調(diào)查大學(xué)生的特定品牌 /產(chǎn)品偏好。享樂的利益集團(tuán)相比于功利主義集團(tuán)和綜合效益集團(tuán)，更堅(jiān)持審美屬性的重要性 (如設(shè)計、風(fēng)格、模式、顏色等 )。其中有三項(xiàng)是國家特定研究 (例如 澳大利亞， Mulyanegara 和 Tsarenko， 2021； 韓國 ， Choi 等人， 2021； Jung 和 Sung，2021； 墨西哥 ， Lee 等人， 2021)。 大學(xué)生集群的具體策略 對超前消費(fèi)無感的消費(fèi)者大多是不喜歡購物或者考慮價格超過時尚潮流、品牌、外觀和印象的男生。因此，當(dāng)零售商購買這部分商品時，他們需要比品牌和時尚的趨勢更關(guān)注實(shí)際分類決策因素 (即零售價格、產(chǎn)品類別、期望 )。盜汗是指出售對這些學(xué)生有吸引力顏色、修剪和圖形的服裝。找到廉價的時尚物品可能會吸引他們這類消費(fèi)者。例如樣本分布就可能導(dǎo)致抽樣偏差，使樣本 內(nèi)的性別偏態(tài)分布。 spending。39。 purchase intentions and consumer from the research will be given for marketing and advertising managers. Identification of role models and their influence A role model for an adolescent can be anyone the individual es in contact with, either directly or indirectly, who potentially can influence the adolesce