This paper analyzes the current situation of contemporary college students' consumption expenditure, and focuses on how to strengthen the education and guidance of college students' correct consumption concept under the new situation, which is helpful to understand the consumption trend of the younger generation and even the whole society. ?

With the development of market economy and the improvement of the overall consumption level of society, the consumption pattern of college students has also changed greatly. Their consumption patterns and processes are always accompanied by certain consumption concepts. The characteristics and changes of this consumption concept are easily influenced by all kinds of information provided by society, family and school, and have strong plasticity. It is the responsibility of college educators to understand the misunderstanding of college students' consumption and guide contemporary college students to establish a correct and healthy consumption concept.

An important job. ?

First, the analysis of college students' consumption behavior?

Consumer behavior refers to people's daily life (including the consumption of clothing, food, housing, transportation and labor, etc.). ), in order to meet the needs of people's own material and cultural life, according to their own income situation, obtain consumption materials and conduct consumption activities. ?

(A) the characteristics of college students' consumption behavior:

The author generally believes that the consumption behavior of contemporary college students has the following characteristics.

1. Personalization and conformity of consumer behavior?

Young people around the age of 20 account for the vast majority on university campuses. They are at the forefront of the times, pursuing novelty and novelty, keeping a keen grasp of fashion, and generally pursuing unique, novel and fashionable products for fear of falling behind the trend. They hope to show their maturity to the society with a brand-new and distinctive consumption image; Express your youthful vitality through trendy, fashionable and avant-garde consumption. "Popularity" has become the second biggest factor for college students to consider whether to buy, second only to price and quality. ?

Group is the isomorphism of people with certain psychological characteristics. Groups influence individual psychology and behavior through group norms, group evaluation and other means. Under the influence of conformity, suggestion and public opinion formed by group gravity, college students' consumption behavior is likely to lead to "consumption tide phenomenon" Its root lies in college students' highly consistent sense of group identity and the popularity of collective life and communication, especially the Internet, which makes the information transmission between college students highly concentrated. ?

2. Impulsiveness and emotionality of consumer behavior?

Because college students' thoughts, feelings, interests and hobbies are not fully mature and stereotyped, they are particularly vulnerable to the influence of surrounding environment and fashion trends. In its consumption behavior, it is easily influenced by it. The survey shows that when college students buy daily necessities, about 30% will change brands because they like to try new brands or are influenced by their brand promotion. Most college students only have a general purchase goal before buying, and the specific requirements are not clear. When buying goods, they can't clearly put forward the requirements of the goods they need to buy. They just look at or understand some goods aimlessly. When they meet the goods they are interested in or are attracted by the appearance of the goods, it is easy to buy them without necessary consideration, which is quite casual. ?

3. Pay attention to perceptual and communicative consumption?

Contemporary college students generally believe that the communication and love among classmates, friends, teachers and students are inseparable from the necessary economic support. Individuals in society need communication, belonging and love, such as friends, eager to establish emotional ties with others, hope to have a position in the group, and actively seek social identity and sense of belonging to the group. This demand urges contemporary college students to actively contact with the outside world through material and spiritual means, thus forming college students' communicative consumption. Moreover, many college students are willing to borrow money to meet the emotional consumption they think is necessary even though they may face the imbalance of income and expenditure. ?

4. Diversified consumption structure?

Consumption structure generally refers to the proportion of survival materials to maintain survival, enjoyment materials to satisfy enjoyment and development materials to promote self-improvement. On the one hand, the consumption structure of college students is related to the development of social economy and the improvement of people's living standards, on the other hand, it is also related to the improvement of college students' own cultural literacy. In recent years, the consumption structure of college students has become more and more diversified, and the proportion of material expenditure has become larger and larger. When college students choose consumer goods, economic factors are reduced, and the speed of purchasing and updating consumer goods is accelerated. Most people think that the consumption structure of college students is extremely unreasonable. ?

(2) Misunderstanding of college students' consumption behavior?

At present, the consumption phenomenon of college students can be described as colorful, which can be summarized as the coexistence of maturity and impulsiveness, the coexistence of enthusiasm and calmness, the increasing consumption of human feelings and the growing trend of comparison. Similarly, the consumption of college students mainly has the following misunderstandings:

1. conformity consumption?

Conformity, as the saying goes, means that under the pressure of social groups, individuals consciously or unconsciously give up their opinions and take actions consistent with the majority. Especially in the consumption behavior of college students. Some students are not well-off, but when they see that others have mobile phones and music stars, they must have one, no matter whether it is practical or not, and the model is newer than Fangfang's, and the function is stronger than Fangfang's: when others celebrate their birthdays, they can't fall behind others or even upgrade their grades; In love, boys dress well and generously in front of girls to show their "masculinity". The new four-piece suit popular among college students: mobile phone, bank card, MP3 and computer. Wearing brand-name clothes, carrying laptops with you, mastering information in your hands and creating a future life have become the envy and imitation of college students. These behaviors, regardless of financial resources, comparing consumption and avantgarde consumption, not only increase the financial burden of families, but also have a negative impact on college students' study, life and body and mind. ?

2. blind consumption?

The vast majority of students leave their parents for the first time, have the power to control all kinds of expenses, and begin to live independently, which is manifested in their inability to manage money, arrange expenses reasonably, have no clear target behavior in consumption, and strive for it, but they have blind and one-sided consumption behavior. For example, some students pursue material enjoyment and spend money on eating, drinking and having fun; Some students enter the so-called "high consumption" and become frequent visitors to internet cafes; Some students spend a lot of money on interpersonal communication. These unreasonable expenses, more or less there are some blind consumption phenomena, resulting in economic difficulties.