与老一代农民工相比,新生代农民工由于成长环境、教育状况以及文化等因素的影响,他们不论从价值追求、行为方式、消费观念等方面都有着巨大的差异。在这个“我买故我在”的消费时代,身份上的认同影响着他们的消费行为,同时消费行为又成为他们构建身份的重要方式。 Compared with the migrant workers of the older generation, the new generation of migrant workers have great differences in terms of value pursuit, behavior style and consumption concept because of their growth environment, education status and culture. In this era of “I buy, I am here,” identity recognition affects their consumer behavior and consumer behavior is an important way for them to build their identities.