Objective: To understand the consumption status of post-90s college students, investigate their consumption behavior and psychology, analyze the causes of their bad consumption views, and guide them to establish correct consumption views and values. Methods: By random sampling, 70 questionnaires10 were distributed to the students of 2009 and 20 10 in the School of Management, Zhejiang University of Traditional Chinese Medicine, and were investigated. Results: Among the respondents, 59% college students are only children. 8 1. 1% of college students' living expenses are subsidized by their families or relatives. In terms of consumption structure, the proportion of study consumption is only 13. 1%. Conclusion: It can be seen that the post-90s college students' consumption has the characteristics of autonomy and diversification, the consumption source tends to be single, and there are still big problems in consumption behavior and consumption psychology. ?
Keywords post-90s college students; Consumer behavior; Values?
Foreword?
Consumption values are the basic viewpoints and attitudes in consumption activities, and are the overall understanding and value judgment of individuals on consumption objects, consumption behavior patterns and consumption processes. Objectively speaking, the mainstream of college students' consumption is rational, but there are still more and more unhealthy consumption concepts and behaviors that are constantly breeding and spreading. As the mainstay of the country's future, whether the post-90s college students have scientific and rational consumption values will directly affect China's future consumption patterns and development trends. College students' consumption behavior plays an important role in building an economical society and realizing social sustainable development. Therefore, the purpose of this survey is to guide college students to form a healthy and reasonable consumption concept. ? 1? Research objects and methods? 1. 1? Research object?
The research object of this survey is 170 students in the School of Management of Zhejiang University of Traditional Chinese Medicine in grade 2009 and grade 20 10, including 85 boys and 85 girls. ? 1.2? Research methods?
The main methods are questionnaire survey and literature review. * * * * Using random sampling method, we distributed 170 questionnaires, recovered 170 questionnaires, and eliminated 6 invalid questionnaires, and obtained 164 valid questionnaires with a recovery rate of 96.47%. By consulting relevant books, papers and documents, we can understand the relevant research results and theories of college students' consumption behavior. ? 2? Analysis of survey results? 2. 1? Source of consumption?
The survey shows that 8 1. 1% of college students' consumption comes from the support of their families or relatives and friends, 12.8% of college students rely on school scholarships and state loans to maintain their daily expenses, and only 6. 1% of students rely on their own labor to get their own expenses. ?
2.2? Consumption level?
According to the survey, we found that 54.3% of college students spend 700 ~ 1300 yuan a month, while 17. 1% of students spend less than 700 yuan. On the other hand, 28.7% students spend more than 1300 yuan a month. ? 2.3? Consumption structure?
The survey shows that the consumption in diet is dominant, accounting for 89.5%; However, the survey of post-90s college students' consumption behavior and values shows that the consumption expenditure on purchasing goods and books is low, only13.1%; 43.7% students tend to spend socially; In addition, communication costs and leisure and entertainment consumption also account for a high proportion. ? 3? Conclusion?
3. 1? After 90, college students lack self-reliance in consumption.
Too dependent on parents, as a generation of post-90 s college students, most of them are only children. The survey shows that 8 1. 1% of college students' consumption comes from the support of their families or relatives and friends, while only 6. 1% of them rely on work-study programs and part-time jobs to get their living expenses, which shows that college students are less independent as consumers. With narrow financial resources, only a few people will solve or partially solve the study and living expenses by their own efforts, which seriously violates the values of self-reliance and self-reliance of college students. The reason is also inseparable from the influence of social and family environment. Parents can't effectively supervise and control their children's daily expenses, creating relatively loose economic conditions for their children. ?
3.2? The trend of luxury consumption of post-90s college students is increasing.
There is a serious waste on university campuses. Many students turn a blind eye to the constant outflow of water from faucets and toilets. How many people in the evening self-study classroom insist on the habit of turning off the lights after people leave? Many post-90s college students have not yet formed the concept of sustainable consumption and resource conservation; Moreover, students compete with each other and blindly consume, such as buying the latest mobile phones, expensive brand-name clothes and bags regardless of their actual spending power. According to the survey data, the proportion of post-90s college students' consumption in leisure, entertainment and communication is 73. 1% and 43. 1% respectively, which shows that post-90s college students pay more attention to their own consumption in human feelings and self-feeling, and their consumption concept is more open and avant-garde. ? 3.3? Is the consumption structure of post-90s college students unreasonable? The consumption structure of college students mainly includes life, study, communication and entertainment. Learning expenses are mainly the expenses of school supplies, books and remedial classes; The cost of living mainly includes the cost of food, clothing, housing and transportation; The communication fee is mainly used for communication with classmates, friends and teachers; Hospitality is the expense that students spend on leisure and entertainment. However, many college students put the cart before the horse and transfer a large proportion of their study and living expenses to social entertainment expenses, which not only affects their health, but also affects their studies to some extent. ?
3.4? After 90, college students' consumption psychology is immature, and their consumption autonomy is enhanced?
Post-90s college students pursue themselves and have strong self-esteem. They are used to using their talents or advantages as the capital to show off in consumption, so as to achieve self-esteem satisfaction and psychological balance. In the process of consumption, it is easy to produce the psychology of comparison, pursue pleasure and vanity, and lack sufficient rationality. The consumption demand and behavior of post-90s college students also have individuality and autonomy. With the continuous strengthening of their self-awareness and increasing consumption experience, in order to highlight and show themselves, their consumption behavior also presents a personalized side. ? 4? Suggestion?
4. 1? Should colleges and universities strengthen the development of educational courses related to financial management theory for post-90s college students?
Through the education of financial management theory related courses, students can understand what consumption is and how to consume rationally, establish healthy and scientific consumption views and values, analyze the psychological causes and effects of excessive consumption and blind comparison, and guide college students to self-dissect and reflect on bad consumption behaviors and psychology, which can also facilitate schools to grasp problems and formulate corresponding measures, so that students can accept and form correct consumption views and life values in teaching. ? 4.2? Should colleges and universities improve the work-study program mechanism?
In the survey, it is found that the living expenses of most post-90s college students are still provided by their parents. But there are many misunderstandings about consumption because college students don't understand the hard-won truth of money. Therefore, schools can carry out various activities, establish and improve the work-study program mechanism, and let students realize that money is hard to come by. Let the post-90s college students understand that it is not easy for their parents to earn money and experience their own labor income through their own efforts, which will help them to learn financial management and deeply reflect on their bad consumption habits and behaviors, thus forming a correct consumption concept. ? 4.3? Parents should pay attention to the formation of children's correct consumption concept? As the first teacher in a child's life, parents should lead by example. Moreover, parents are also the most important and direct givers of college students' living expenses. They should know more about their children's consumption at school, guide their children to make reasonable consumption choices according to their actual income and consumption level and their actual needs, and help them establish a rational and independent consumption concept. ?
4.4? Students should also carry out self-education and cultivate a healthy and scientific concept of consumption?
Students should develop good financial habits, plan their own consumption reasonably every month, and avoid unplanned consumption. In the specific consumption process, we should grasp the principle of moderate consumption, make clear the consumption standard according to our actual situation, and do what we can. We should actively participate in lectures on consumer finance held by schools, society and the Internet, understand and correctly understand the laws of money and consumption, and develop rational consumption psychology. ? 4.5? Give full play to the guiding role of mass media?
Post-90s college students have certain dependence psychology, which easily affects their consumption behavior. At present, with the rapid development of online media, the influence of mass media on students is also obvious. Therefore, we should use the characteristics of the media to realize it.
Positive guidance, strengthen the propaganda of positive, healthy and reasonable consumption information, grasp the consumption law, help college students solve the problems encountered in the consumption process, provide scientific and effective consumption opinions, strengthen the guidance of college students' reasonable and scientific consumption methods, urge college students to practice reasonable consumption behavior, and establish correct consumption views and scientific values. ? Reference materials?
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