(1) The consumption structure tends to be diversified, and survival consumption still dominates. Food consumption is still the most important consumption, accounting for nearly 60% of the total consumption expenditure. Leisure and entertainment consumption and social communication consumption have increased rapidly, and mobile phones, travel, computers, shopping and sports have become hot spots for college students. It reflects the present situation that college students have a higher quality of life when they leave campus.
(2) The rational consumption of college students is the mainstream, but there is also an irrational consumption side. Price and quality are the main factors to attract college students' consumption, but college students have not yet formed a complete and stable consumption concept and their self-control ability is not strong. A lot of consumption is induced by media propaganda, or influenced by students around.
(3) College students pay more attention to fashion consumption. College students stand at the forefront of the times, have a strong desire for new things, like to pursue new trends, keenly grasp the trend of the times, and dare to innovate. Entertainment consumption accounts for a large proportion of all consumption.
3. Analysis of college students' consumption level
(1) The overall consumption level is on the rise. The consumption of college students is influenced by many factors, the most important of which is family income. Learning consumption tends to increase, the demand for obtaining certificates increases, and leisure and entertainment consumption becomes fashionable.
(2) The widening consumption gap leads to polarization. Due to the different levels of economic development and unbalanced family income in different parts of the country, the consumption level of college students is quite different.
Third, the analysis of factors affecting college students' consumption
1. objective factors. As a group in society, college students' consumption behavior is bound to be influenced by the economic environment, so their consumption view will also be influenced by the speed of economic growth. College students have no fixed income source, and their living expenses mainly come from their families. Therefore, the family income level directly affects the consumption level of college students. Generally speaking, the higher the family income, the more college students spend. In addition, commodity prices and other factors also affect the consumption of college students.
2. Subjective factors. First, social and cultural factors. With the progress of society, the rapid development of China's economy and the diversification of consumption concepts, emerging consumption patterns emerge one after another, especially the development of online shopping, which stimulates the consumption demand of college students. The convenience and novelty of online consumption are very attractive to college students who are willing to pursue fashion, and the cost of surfing the Internet constitutes another expense for college students. In addition, with the diversification of media means, the influence of advertising is growing. While advertising brings aesthetic fatigue to the audience, it undoubtedly deepens the impression of products in the eyes of the audience. These advertisements play a guiding role in college students' consumption behavior, and they constantly focus on new products and services. The second is family factors. Family is the first place for children to receive education, and parents are the first teachers for children to receive education. Parents' consumption habits and concepts will exert a subtle influence on their children in their daily lives. Family background makes college students from the same class have the same trend in consumption psychology and behavior. In addition, most of the current college students are only children, and their children are loved by their parents and the elderly, which leads to excessive doting on their children and trying to meet their material needs, which is easy to encourage their unhealthy consumption behavior to some extent. Modern family education pays more attention to the cultivation of morality, intelligence and physique, but a weak link in family education has always been the cultivation of children's spending power. The third is the school factor. The catalytic effect of campus consumption atmosphere. Schools are also intermediaries for the rapid spread of consumption habits and methods. Universities are generally peer groups and are attractive to college students. Its group size and value are often regarded as an important reference system for individual behavior by college students. The atmosphere around the school, as well as various facilities and places, have certain influence on the consumption behavior of college students. The fourth is personal factors. The most important factor affecting college students' consumption is college students themselves. Although college students have accepted advanced scientific knowledge and rational thinking, they are still in an immature stage and have not yet formed scientific values and outlook on life. Many college students are eager to stand out among their peers, and distinctive consumption is one of the ways. When he left home to live independently on campus, he lacked the concept of financial management and did whatever he wanted with the disposable living expenses. His consumption view is influenced by his own ideological and psychological factors. Ubiquitous consumer psychology includes conformity psychology, seeking difference psychology, comparing psychology, seeking truth from facts psychology and so on. Different consumption psychology has different effects on consumption level. In addition to conformity psychology and realistic psychology, the other two kinds of psychology are actually out of expressing their wishes.