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With the in-depth development of reform and opening and social transformation,groups of migrant workers attracted the attention of many scholars. New generation ofmigrant workers as the main body forces of the migrant workers, compared with theolder generation of migrant workers, they have their own characteristics. Due to theeffect of growth environment and the city life, relative to the rural areas, they aremore familiar and yearning with the city. The new generation of migrant workersmigrant not only to maintain a household, but also pay attention to self-developmentand ascension, at the same time, due to the rapid development of media andcommunication technology, the consumptive idea of new generation migrant workersare more open, urban peers consumer behavior also affects, therefore, the study ofnew generation migrant workers purchase intention will be conducive to more fullyexplore the consumer behavior.As a consumer market,new generation of migrant workers has huge potential,domestic scholars studied the consumer behavior from various angles, compared withother disciplines in the field of study, explored from a marketing point of view is less.This paper will draw many scholars research results, study of new generation migrantworkers purchase intention from lifestyle and reference group influence the twoangles, at the same time, clothing consumption of new generation of migrant workerswill be as an example in research process, this is because the clothing consumptionnot only is the main part of its consumer spending, but also a good representative ofits purchase intention, on the basis of that we will verify the specific relationshipbetween lifestyle、reference group influence and purchase intention.The survey sample for this study is new generation of migrant workers workingin Changchun city,recycling effective355copies by issuing questionnaires, on thisbasis, we use SPSS software for data analysis. This article combing and reading ofliterature both at home and abroad, draw on the existing maturity scale from fashionconsciousness, price consciousness and impulsion consciousness to measure lifestyleof new generation of migrant workers, the verification results show that the fashion consciousness and impulsion consciousness exerted positive influence on purchaseintention, price consciousness has significant negative impact on it. We measurereference group influence from informational influence, utilitarian influence and valueinfluence, the verification results show that these three aspects have a significantpositive impact on purchase intention.This article selects lifestyle and reference group influence as the independentvariable to study the effect on the purchase intention, this will not only be able toexamine the characteristics of new generation of migrant workers lifestyle, but alsocan clearly identify reference group influence, thus to grasp the mechanism oflifestyle and reference group influence affect the purchase intention, can also providea new angle of view for new generation of migrant workers consumer behavior theoryand to do a useful complement.New generation of migrant workers as a new force of migrant workers, theconsumer market has huge potential, which should cause concern and attention ofenterprises. This study based on the research of the new generation migrant workerspurchase intention, able to carding the related influence factors of consumer behavior,this will help enterprises to better grasp the consumption characteristic, and aimed atthis to formulate relevant marketing strategy, so as to better seize new generation ofmigrant workers, then the enterprises will expand their own target market, obtainhigher profits and achieve the rapid and long-term development. At the same time,with the diversification of the consumption structure of the new generation of migrantworkers, we need to lead it to develop in the direction of scientific and rationalconsumption, this has a certain practical significance for its own development andsocial harmony.
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