With the popularization of higher education in China, the number of college students is increasing. As a huge consumer group, college students have obvious consumption characteristics: pursuing uniqueness, trendy and emotional appeal. College students not only consume the material properties of commodities themselves, but also pay more attention to the spiritual feelings and psychological satisfaction brought by commodity consumption, especially the consumption of commodities or services beyond their own economic ability, which is easy to produce the impulse of ahead of consumption.

As a new generation of college students, growing up in the period of rapid economic development in China, they are rich in materials, have never experienced the life of material shortage before the reform and opening up, and lack the experience of material shortage in the process of growing up, especially those who grew up in the environment of only child. They have a high demand for consumption and a strong desire to meet their own needs.

With the rapid development of Internet technology in recent years and the rapid application of new technologies such as mobile payment and big data, digital payment means are more convenient for people to pay. As college students with the strongest learning ability, they are more sensitive to the changes of social and economic development and are more likely to catch up with fashion, especially the rapid rise of internet finance, which opens the door for college students to spend in advance and creates conditions for college students to spend in advance in an objective environment. At the same time, in the information society environment, college students do not live alone in the campus environment. They can get a lot of news, business and other information through the internet, especially the promotion information of goods. Under the influence and stimulation of material desires, college students have a strong desire to consume in advance, so driven by the vanity of satisfying material desires, they have intensified their desire to consume in advance. The subjective environment of college students' consumption desire is stimulated under objective conditions and can be easily realized through internet finance.

2 Analysis of the main reasons for college students' consumption in advance

At present, the consumption of college students has exceeded the demand of meeting basic meals, and the proportion of other foods and image consumption has increased obviously, which has become the three major items of college students' current consumption expenditure. It also shows that the current consumption of college students has developed into comprehensive consumption such as symbol consumption, image consumption and emotional consumption. Moreover, the proportion and scale of early consumption have been significantly improved, and the main reasons for college students' early consumption are as follows:

The first is the psychology of comparison. College students' consumer groups are easy to follow the trend and are proud of using high-end consumer goods and showing off. However, the degree of protection of college students' consumption resources varies from family to family and from person to person. Under the psychological influence of following the trend, some students with weak economic endurance are urged to follow the trend, and it is especially easy to induce short-term consumption through internet finance, so as to get the pleasure of consumption in front of classmates and friends and meet vanity needs. This is the most important subjective factor for college students to spend in advance.

The second is the objective environment of convenient Internet financial consumption. It's easy for college students to apply for internet loans, but they don't think clearly about the adverse effects of internet financial loans, know about credit institutions, don't know about repayment methods, and lack the awareness of conventional loans. A larger number of college students spend in advance through Alipay, borrowing money and installment payment. Similar to these, the threshold for advanced consumption applications is very low and supervision is difficult. Some lawless elements even exploit legal loopholes, maliciously distribute campus loans and defraud college students.

The third is attractive Internet consumption promotion. Consumer propaganda under the Internet environment is very rich, and college students are one of the main forces of the network. They obtain a large amount of consumption information through the Internet, especially during the consumption periods of e-commerce platforms such as Valentine's Day, Double Eleven, June 18, etc., the means and intensity of promotion greatly induced college students to intensify the impulse to spend in advance.

The fourth is the influence of bad consumption concept. Some college students are influenced by the original family growth environment or consumption concept, which has a direct or indirect negative impact on their consumption concept, and some even have a long-term impact. For some college students, after spending in advance, they will have to face the realistic problem of how to repay the loan on time. Early consumption beyond their own financial ability often leads to some college students not having living expenses at the end of the month, or some students borrow money from friends through APP. When this habit is formed, the accumulated profits can easily lead to the financial explosion of students, and even lead to serious life threats.

Fifth, their own values are not correct enough. Some college students who have grown up in the new era are influenced by society's pursuit and worship of material things, and their values are also prone to deviation, and their sense of responsibility to society is relatively lacking. Especially the only child, it is easy to get material satisfaction from an early age, but not necessarily rich spiritually. He has a strong desire for material possession and is not necessarily enthusiastic about the spiritual pursuit of positive energy. The deviation of values easily leads to the occurrence of advanced consumption behavior.