Consumer psychology refers to a series of psychological activities of consumers in the whole process of purchasing behavior, which is a comprehensive response of consumers to objective consumers and their own subjective consumption needs. Psychologists summarize it into three aspects according to its occurrence order: cognitive process (feeling, perception, memory, thinking and imagination), emotional process and will process. Consumer psychology, from the process of cognition to the process of will, is a consumer's decision-making process, which is unknown to others except the consumer himself, so it is often called the "black tank" of consumers. [1] Although the consumption decision-making process is unknown, the consumer's appearance consumption behavior not only reflects the influence of the external environment on his behavior, but also reflects his own characteristics that play a decisive role in the purchase decision, such as cultural education and psychological quality. Like other consumers, college students' consumption behavior has to go through the above three processes. College students' educational experience and special campus environment make them a special consumer group in society. They have different consumer needs, special consumer psychology and seem to have different consumer behaviors. At the same time, college students are pioneers of popular culture and consumption. Studying and analyzing their consumption psychology and behavior is helpful to understand the consumption trend of the younger generation and even the whole society.
2 college students' consumption status and consumption structure analysis
2. 1 overall consumption level
A survey on college students' consumption shows that 74.3% of them spend money in 400 yuan, 200 yuan 1 1.2%, 600 yuan 10.5%, 100 yuan, and 4%. [2] The survey of college students' consumption in Wuhan shows that there is a huge gap in the economic consumption level of college students. The highest annual consumption is 18500 yuan, while the lowest annual consumption is only 2 100 yuan. The average annual consumption of Wuhan University students is slightly higher than 8,300 yuan, of which the average tuition fee is about 3,000 yuan, and the non-average accommodation fee is in 500 yuan. The monthly food expenditure of college students is around 230 yuan, and its ratio to the monthly living expenses (480 yuan) is 47.9%, which can be regarded as the "Engel coefficient" of college students. Compared with the per capita consumption expenditure and food expenditure from 65438 to 0999 in Wuhan, the overall consumption level is relatively high. [3]
2.2 Consumption structure
There is no consistent conclusion about the consumption structure of college students. Most people think that the current consumption structure of college students is unreasonable, with high consumption and serious waste. In addition to normal meals, books, stationery and daily necessities, other expenses of college students are relatively large and the proportion is high. Such as spending on traveling abroad and social activities (mainly used for entertaining guests, giving gifts among classmates and friends, etc. ), cultural and sports activities (tickets for dancing, movies, sports competitions, sporting goods, etc. In addition, boys also have clothes, telephone bills, alcohol and tobacco, and girls spend a lot on cosmetics.
Zhang Zhixiang believes that college students' consumption behavior is diversified, mainly in the following aspects: first, precocious consumption: the consumption level and quality exceed the actual level of economic development; The second is abnormal consumption, which consumes too much content too quickly and leans towards high-end consumption; The third is luxury consumption, pursuing unrealistic luxury and style; The fourth is to show off consumption and regard high consumption as a means of realistic social superiority and vanity; The fifth is to suspend consumption and pursue a kind of consumption that is divorced from economic and social development and personal consumption affordability; Sixth, emotional consumption, taking possession and enjoyment of consumer goods as a means to make up for spiritual emptiness.
Based on the modern-postmodern context of material economy, Lu analyzed college students from two aspects: consumption structure and consumption mode. Through investigation, he came to the conclusion that the average family income of college students is 470 yuan, and the average monthly consumption of college students is 335 yuan, of which the food expenditure is 2 1 1 yuan, accounting for 63% of the total personal expenditure. Therefore, no matter from the consumption amount, consumption structure or family income, the current consumption of college students is basically realistic and reasonable, and there is no widespread phenomenon of high consumption or blind consumption. It's just that the trend of college students' consumption dispersion is obvious, and the individual differences are great. Some students who are very difficult-11.9% of them spend less than 200 yuan every month, and some students who are "rich"-always point out that 50% are above 500 yuan. There is no significant difference in the total monthly expenditure between boys and girls, but the food expenditure of boys is significantly higher than that of girls, and the clothing expenditure of girls is significantly higher than that of boys. [5] This is consistent with the general understanding or traditional understanding: women love beauty and men are casual. In this respect, social identity or expectation still has a great influence on consumption structure.
2.3 consumption patterns
Consumption pattern can be the unity of consumption concept and behavior, and it is a consumption behavior associated with subjective concept or motivation. Some people think that the quality and price of clothing are generally considered to be directly related to the use value, that is, they are regarded as the objects of people's consumption rationality. Therefore, in the survey, some people regard the choice of clothing as one of the important indicators. The results show that the perceptual orientation of college students' clothing consumption is more prominent, but this sensibility mainly comes from simple practical concepts, emphasizing the use value of clothing from the perceptual point of view, which is different from the completely rational choice and consumerism consumption concept. At the same time, the survey also found that most college students pay attention to quality in the choice of daily necessities (shampoo, etc.). ), but they do not have the ability to accurately identify the quality, so they show a strong conformity effect. Influenced by advertisements and other people's demonstrations, this is the pursuit of commodity use value by college students based on personal experience in the absence of rational choice ability and independent thinking and judgment ability. Generally speaking, the consumption of college students can still be regarded as empirical consumption [6]
In addition, college students have some special consumption:
(1) Tourism consumption:
According to the survey data, 46.5% of college students have traveled with classmates or friends during the holidays, and 12.3% of them have traveled with their families during the winter and summer vacations, which shows that tourism is an activity that college students are keen on and is regarded as a meaningful and healthy consumption behavior by college students. Their annual travel expenses are as high as 1000 yuan, and the lowest is 100 yuan. Some people have also investigated the source of college students' tourism funds, and the results are as follows: 45% students said that the tourism funds came from work-study programs; Followed by family support, accounting for 37.8%; And 12.2% is "saved living expenses"; 5% comes from "scholarship".
(2) Computer consumption
From 65438 to 0995, computers began to enter the dormitory of college students, which to a great extent has become an indispensable part of college students' life and one of the factors that can change their lifestyle and habits. College students are trying to change themselves through the most advanced technology, so that they can be invincible in the future information society, or to some extent, because they can add a weighty weight to themselves when choosing a job. At present, the computer penetration rate among college students reaches 21.2%; Some dormitories are as high as 3 ~ 4 people. The economic source of buying a computer is basically at home, and 7 1.2% of the respondents said that it is "specially provided at home"; 15% of the respondents said that it was from their "saved living expenses"; 9% people answered from "work-study program"; 3.8% of people answered that it was from "scholarship".
(3) consumption of daring machines and mobile phones
With the downward adjustment of telecom tariffs, 20 1 card or IC card phones are blooming everywhere in university campuses, which arouses the desire of college students to buy. According to the telephone survey and supervision of Meng Rui management consulting company in 30 large and medium-sized cities in China, from the perspective of consumers' occupations, students of 1999 also began to choose "big mobile phones", accounting for 6.7%, while some surveys show that this proportion is 10.8%. The average cost of college students using pagers for one year is around 420 yuan (including bare metal, telephone charges, service charges, etc. ), some as high as 2000 yuan; The cost of mobile phones is around 3,000 yuan, and some are as high as 5,000 yuan, of which the cost is from home. 80.2% of the respondents were "specially provided by the family"; 12% of the respondents "saved living expenses"; 6.7% of the respondents are "work-study programs"; 1. 1% of the respondents came from "scholarship".
(4) Love consumption
College campus love is considered to be a love that does not talk about marriage, and it is a love that knows that there is no result. There are also many kinds of love mentality of college students. One is an ideal way to fill the emotional gap, eliminate loneliness and kill time. The second is to learn from the experience of choosing a partner, exercise the feelings and skills of love, and enhance life experience; Third, the natural expression of feelings, more congenial, can find that kind of exciting feeling, encourage and comfort each other, get spiritual enjoyment from it, carefree and realistic. According to Liu Zongjin's survey in 1992, the love consumption of college students at that time was 2 1.62 yuan per month, and the survey data of Shen Xiaoge in 1994 showed that it had risen to about 40 50 yuan per month; However, the current survey shows that more than 60% of college students think that the cost of love is high, and college students' love consumption is mainly paid from living expenses. 7.6% of the respondents admitted that "it is specially provided at home"; 84.3% of the respondents "paid from the living expenses"; 5.7% of the respondents came from "work-study program"; 2.4% of the respondents answered "Scholarship", which is related to the social role of college students and the attitude of families towards college students' love. [7]
2.4 consumer psychological characteristics of college students
Qin Yun and others believe that the consumption characteristic of college students is (1) consumption imbalance. The main manifestations are that college students come from different regions and families, the imbalance of regional economic development and industry leads to the imbalance of family income, and the difference of family structure determines the imbalance of college students' consumption; (2) the diversity of consumption. The consumption of college students mainly involves three aspects: life consumption, study consumption and cultural entertainment consumption, and its composition presents diversified characteristics. On the one hand, the diversity of college students' consumption is influenced by family income level and living habits, so there will be great differences in consumption level and quantity; On the other hand, it mainly depends on the diversity of individual needs of college students. Seeking diversity is because of the different demand intensity and the diversity of demand levels. (3) the dominance of consumption. Most college students try their best to meet their living expenses and study expenses, and adjust their spiritual life with necessary entertainment expenses. [8]
3 Analysis of the influencing factors of college students' consumption status
3. 1 Family reasons
Now most college students are only children. Parents regard their children as the key care objects of the family since childhood, and basically implement the policy of meeting their children's consumption and supply. No matter how hard it is, son. Especially after children go to college, they would rather scrimp and save at home than let their children "suffer" outside. Families with superior economic conditions provide an economic basis for college students' high consumption, and create conditions in all aspects to make them feel superior. Their high consumption has played a misleading role to some extent. Families with average economic conditions also have economic security. Families with poor economic conditions often borrow money to meet their children's needs.
3.2 Social and environmental reasons
In today's society, the incorrect consumption concept has brought a deep impact on college students, and the incorrect value orientation has formed college students' high consumption psychology. In recent years, due to the rapid economic development and the improvement of people's living standards, some families have become rich first, and their consumption patterns have changed greatly. The traditional consumption concept has been strongly impacted, and college students' consumption psychology is in an immature stage. The consumption psychology of comparison is more common, which directly affects the consumption view of college students. School loans are often not available, and some students with poor family conditions would rather borrow from relatives and friends at home than from the school, taking loans as a shameful thing. [9]
3.3 College students themselves or psychological reasons
College students are maturing rapidly, but they are not really mature. Parents care and take care at home from childhood, and middle school is under the pressure of college entrance examination. Many parents never ask them to share their efforts in order to avoid distracting them from their study. Therefore, many students don't know the hard-won money, the difficulty of managing affairs, and the process and experience of financial management. After they went to college, they lived independently away from their parents. Misguided by incorrect consumption concept, they will not spend money in a planned way. Besides, vanity is at work. Some people would rather sacrifice education, health or some due social responsibilities, but also improve their consumption level. Emotional consumption is also common among college students.
3.4 Weak education is related to management.
Some people think that the high and unreasonable consumption of college students is related to the weak education management. Some newspapers, movies and TV reports falsely, and unilaterally report some topics with high consumption and enjoyment, which gives college students the wrong consumption orientation. Although educators in colleges and universities also educate students on national conditions and glorious traditions to help them establish a correct outlook on life and consumption, there are no powerful methods and measures to meet problems, no education to the point, and no timely and effective guidance to some problems. Many restaurants, dance halls, cafes, game rooms and billiards rooms in and around the school always attract the consumption of college students. [ 1 1]
Thinking brought by 4
Some people suggest that college students should be educated on national conditions and thrift, and relevant management should be strengthened; Others think that we should cultivate college students' scientific consumption consciousness, guide them to establish reasonable consumption expectations, guide them to be economically minded consumers, and educate them to pay attention to consumption ethics. [12] Gong Libo pointed out the necessity of consumer education for college students. He believes that without high-quality consumers, there will be no perfect market economy, and college students are a special consumer group, so consumer education for them can get twice the result with half the effort. At the same time, college students are at the critical stage of individual socialization, and carrying out consumption education is helpful to cultivate all-round talents, especially at present, college students in China need to carry out consumption education because of their low consumption quality and poor quality of life. He also believes that college students' consumption education should include the following contents: (1) basic theory education of consumption and market, which mainly includes knowledge of consumption concept, consumption plan, consumption structure, consumption mode, consumption psychology, consumption market and consumption marketing. (2) Common sense education of consumer goods is mainly about the selection, evaluation, appreciation, use, maintenance and protection of commonly used consumer goods. (3) The education of consumption ecological consciousness makes college students realize the relationship between their consumption and social sustainable development, ecological balance and environmental protection, and deeply understand the extreme importance of ecological requirements, so as to pay attention to social consumption and improve their sense of social responsibility. (4) Education of consumption civilization, including material civilization and spiritual civilization. Consumption is the combination of two civilizations, which greatly promotes the improvement of college students' consumption ethics, consumption quality and spiritual and cultural consumption. (5) Consumer rights and protection education is mainly to help college students fully understand the rights given to them by law, know how to use their rights, and how to protect themselves through legal means, so as to improve their resilience and be familiar with the rights and obligations of consumers, consumer protection organizations, consumer protection laws and regulations, etc. People also put forward suggestions on the ways and means of consumer education for college students, thinking that special training can be organized or corresponding consumer education courses can be offered; Establish an organization to help deal with college students' consumer complaints; Give full play to the role of various associations in colleges and universities, and carry out practical activities such as seminars on consumption issues, consumer knowledge contests or prize-winning questions and answers, identification and appreciation of consumer goods, and consumer complaints; Make full use of campus mass media, such as campus network, radio and television stations, school newspapers, group news, special issue columns and other media to conduct intuitive consumer education [13] and guide consumer public opinion. In addition, family education should play its due educational role in college students' consumption education [14]; At the same time, we should improve the social environment. [ 15]
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