中文摘要：

为了考察农民工购买品牌产品的影响因素，在已有研究的基础上提出农民工品牌产品购买意向的内在动因，并利用因子分析和回归分析对江西、广东客家地区576份农民工样本数据进行了实证分析，结果发现：认同心理是农民工品牌产品购买的重要动因。其中示范性认同和诱导性认同对品牌产品的购买意向具有显著影响，而继承性认同对品牌产品的购买意向影响不显著。政府应当从建设具有更高文明素质国家和农民工幸福生活角度，注重参照群体对农民工的示范性作用和大众媒介的诱导性作用，加强对整个社会消费价值观的引导。

英文摘要：

In order to examine factors influencing migrant workers＇purchasing of brand products, we put forward internal drivers of migrant workers intention of purchasing brand products through factor analysis and regression analysis of 576 samples from migrant workers in Jiang Xi and Guang Dong, which indicate that identity psychology is a critical driver for migrant workers＇purchasing of brand products. To specify, exemplary identity and induced identity have great influence on the intention of purchasing brand products, and inherited identity has little influence on the intention of purchasing brand products. It＇s important for the government to pay more atten- tion to exemplary influence of reference groups and inducing impact of mass media on migrant workers and to steer the consumption val- ues of the whole society from the perspectives of enhancing ethical quality of the whole nation and improving the living quality of migrant workers.