中文摘要：

本研究通过深度访谈和扎根理论探究个体消费观念的影响因素。结果发现,家庭教育、个体心理特征、个体经济条件和社会参照这4个主范畴对个体消费观念的形成存在显著影响。在个体消费观念形成的3个不同阶段（即初期、震荡期和稳定期）,其影响因素各有不同。在此基础上,笔者构建了个体消费观念形成的基本理论框架。

英文摘要：

This study through in-depth interviews and grounded theory to explore the factors which affect individual consumption concept.The results showed that four main categories have significant impact to the formation of individual consumption concept.The four main categories including the family education,the individual psychological characteristics,individual economy conditions and society reference.In the three different stages of the formation process of individual consumption concept,such as in the early,in the wobble period and in the plateau period,the influence factors are different.On this basis,this paper builds the basic theoretical framework of individual consumption concept formation.