On the one hand, the leading trend of college students' consumption is good. They pursue practicality, fashion and individuality, but rational consumption is still the mainstream. On the other hand, in the conflict between traditional consumption view and modern consumption view, especially under the influence of western consumerism, college students' consumption value orientation has also deviated, and at the same time, due to the objective difference between the rich and the poor, a multi-level consumption level has been formed, which has a negative impact on the psychology of college students, especially poor college students.

Keywords college students; Consumption characteristics; existing problems

In recent years, the study of college students' consumption has attracted more and more attention from all walks of life. There are great differences in the judgment or understanding of the current consumption situation of college students in the field of youth research: is the current consumption of college students high or reasonable? In order to deeply analyze the characteristics and existing problems of contemporary college students' consumption, the author makes the following analysis on the characteristics and existing problems of college students' consumption through questionnaires, discussions, interviews and some feelings that I am engaged in education management in colleges and universities and get along with the majority of students day and night:

First, the consumption characteristics of contemporary college students

Through investigation, the author believes that contemporary college students have changed in consumption psychology, consumption behavior, consumption concept and consumption structure, but in general, the leading trend of college students' consumption is good, in line with the requirements of the times, showing the following characteristics:

(A) the pursuit of practicality, rational consumption is the mainstream.

Consumption view embodies values, and personal values guide personal consumption view. 2 1 what are the values of college students in the century? Through the investigation of "college students' value orientation", the research group of "Freshmen Survey" thinks that one of the characteristics of contemporary college students' value orientation is practicality. Then, under the guidance of practical values, college students' consumption naturally has a similar feature, that is, practicality is the basic starting point of consumption. On the one hand, the practical characteristics of college students' consumption are embodied in the pursuit of value for money. For example, in the investigation of the main starting point of college students wearing brand-name clothes, 77% students choose "brand name means good quality and durability"; 1 1% students choose to "wear famous brands, have face and express their personality"; 8% of students choose to "conform to the social trend and don't think too much"; 2% of the students choose "mainly for others to see, so as not to be looked down upon." "It can be seen that with the continuous improvement of college students' self-subjectivity, the main motivation for wearing famous brands is not the strong guidance of others, but to pay attention to their own understanding of the quality of brand-name clothing before choosing. They don't blindly believe in advertisements, but have their own opinions and trust their own judgments. On the other hand, it is reflected in the consumption for self-development, and the most representative is the "research fever". From the analysis of college students' consumption structure, it can be seen that the proportion of college students' extra-curricular learning expenditure in total consumption expenditure is 12.6%, which includes purchasing reference books, participating in computer, foreign languages, accounting certificates and teacher qualification certificates. College students pay attention to textual research, on the one hand, to stimulate their erudition, on the other hand, to increase their weight in the future job competition. Obviously, their standards are very practical. College students pay attention to rational consumption while pursuing practicality in consumption. In the survey, it is found that the first factor that college students consider when buying goods is price. For example, 80.7% of the students said that "price is the first factor I consider when shopping", and 79. 1% of the students said that "I usually go to different stores to compare prices before buying a product." This shows that most students show cautious and rational attitude when shopping. From this point of view, the consumption of college students is rational on the whole, and the purpose of consumption is clear. The pursuit of practicality and rational consumption embodies the personality characteristics of contemporary college students.

(B) the pursuit of fashion, the integration of advanced consumption and real consumption.

In the era of globalization, the living environment of college students is changing with each passing day and is rich and colorful. With the support of the fourth media network, the distance between college students and the world is getting closer and closer. College students learn the most fashionable information in the world through the internet. At the same time, their unconventional personality determines that they will always be at the forefront of the times and will not fall behind. The same is true for consumption. Contemporary college students embody fashion information in their consumption psychology and behavior. The most prominent feature is the use of mobile phones. In this survey, it is found that the mobile phone ownership rate of students has reached 63%. In addition, computers and related consumption are also their pursuit, ranging from tens of yuan network cards to contemporary college students' pet computers. Thirdly, there are many "new" people in the university campus in terms of hairstyles, clothes, ornaments and daily necessities. It is found in the survey that "popularity" is the third factor for college students to consider whether to buy, second only to price and quality. Writing letters is a thing of the past. E-mail, text message and online chat have become the main ways for college students to communicate and contact their feelings, and the communication cost accounts for about 10% of the usual living expenses. When asked whether to buy brand-name products when the economy allows, 80% of the students said yes, which fully reflects the demand of contemporary college students to pursue high quality, high brand and high grade life. However, college students are a special consumer group. They have no fixed income and can hardly support themselves. The main source of living expenses is parents' income. The pursuit of mobile phones and computers, although reflecting the fashion and trend, is high consumption after all, which is a kind of advanced consumption for college students. In the new century, college students, while pursuing fashion and leading consumption, have less irrational impulses and unrestrained profligacy, and more rational and self-regulating consumption psychology rooted in reality. In the survey, we also found that the prices of college students' mobile phones and computers are basically in direct proportion to their living expenses. This shows that students with different living expenses pursue different consumption levels according to their actual situation. It is not difficult to see that nowadays college students have been able to "make money with it" and "spend with their own money". Even early consumption comes from a strong family economic foundation. It can be seen that "ahead" and "reality" are harmonious and integrated in the consumption psychology of college students today.

(C) the pursuit of individuality, the integration of diversified consumption and independent consumption

Individualization can also be understood as fashion and style. With the explosive growth of new knowledge, the rapid popularization and application of new technologies and the profound influence of new information media on daily life, fashion has been formed and popularized more quickly, and at the same time, it has a more distinctive theme and a more humanized expression, thus becoming a symbolic and popular color and tone in college students' daily life and social activities, that is, a stylized thing. Reflected in the consumption of college students, it also shows unique personality characteristics, that is, some college students are always willing to spend according to their own hobbies and needs, which reflects their personality characteristics in consumption, and they do not want to be influenced by others. For example, in dressing, they always decorate themselves according to their own aesthetic taste, and they are not afraid of others not liking them, nor are they afraid of others saying that they are unconventional and different. While pursuing personalized consumption, college students still have the tendency of diversified consumption. The development of this tendency stems from the manifestation of college students' personality: different individuals pursue different consumption hotspots, and the same individual also loves different consumption hotspots. For example, from the consumption structure of college students, in addition to the consumption necessary for life and study, there are increasingly diverse and extensive consumption of communication, love, entertainment, telephone, internet, beauty cosmetics and so on. Faced with the stimulation of various consumption fashions and the social characteristics of diversified consumption, contemporary college students have determined a strong concept of independent complex consumption while retaining diversified consumption. In this questionnaire survey, there is a question (multiple questions) about the factors that mainly affect your consumption view. 80.8% of the students surveyed chose their own economic conditions, 78.8% chose their own attitude towards life, and only 13. 1% chose the consumption of their classmates. The weakening of conformity psychology and the strengthening of independence psychology show that the consumption view of contemporary college students is developing towards a benign situation. In addition, in the survey of other consumption concepts, 79. 1% students agree that "the virtue of thrift is never out of date"; 75.8% students agree that "consumption is my personal business". It can be seen that college students in the new century tend to be more mature, steady and independent in the process of pursuing individuality and diversified consumption.

Second, the problems existing in the consumption of contemporary college students

(A) college students' consumption value orientation is biased

With the advance of globalization, some developed countries use the trend of globalization and their own economic advantages to continuously export their own consumption values. On the one hand, the introduction of western consumption concept brings civilized consumption concept, on the other hand, it also brings negative factors, especially the wave of "consumerism" rising in western developed countries has a negative impact on college students' consumption values. This kind of consumption values advocates material consumption and pursues hedonism. Due to the immaturity of college students' consumption psychology, while advocating secular material enjoyment, some college students' consumption value orientation tends to imitate consumption behavior in groups. First, there is cognitive ambiguity in consumer values. Because of the conflict between China's traditional consumption view of "being proud of thrift" and the western consumption view, contemporary college students of the same age as the reform and opening up are more willing to accept new ideas and things, and constantly embody their vanguard in practice. However, under the influence of western consumerism, the consumption values of contemporary college students are vague, which leads to some bad consumption behaviors, such as excessive pursuit of fashion and comparison consumption, which makes some college students care more about things than people. Too much emphasis on the enjoyment of real life leads to the loss of ideals, ambitions and fighting spirit, and even leads to crime because of excessive pursuit of things. Second, there is a tendency to evaluate the secularization of consumption values. The fast-changing social life constantly arouses one new social trend after another, and the life creed of pursuing fashion is getting stronger and stronger in college students' campus, and the pursuit of near profit and chic is increasingly prominent in many college students. Faced with various new consumption trends, they are afraid of falling behind and competing to follow suit. Inviting guests to dinner in various names makes human consumption bullish; "Valentine's Day Package" and "Valentine's Day Rose" make love consume excessively; "Mobile phone is a fashion accessory" makes the mobile phone family grow. On the surface, they seem to be choosing their own life, but in fact they are influenced by the trend of secularization of consumption, and the consumption values of contemporary college students tend to evaluate secularization.

(B) Multi-level consumption levels have a negative impact on college students' psychology

The objective difference between the rich and the poor in the university campus has actually embedded college students of the same age into different classes, and this economic difference and stratification have also led to their different value orientation, way of thinking and personality characteristics. For college students whose consumption is at a higher level, there is a phenomenon of high consumption, although the proportion is not large, but this phenomenon is easy to mislead other students' consumption conformity behavior, thus triggering the wind of imitation and comparison.