With the rapid development of China's economy and society, the consumption ability of contemporary college students is constantly improving, and the consumption content, consumption structure and consumption behavior are increasingly diversified, advanced and modernized. In addition to the basic consumption of life and study, contemporary college students spend more and more on the internet, communication, tourism, entertainment, love and communication. Because college students are in a special stage of life development and the orientation of cultivating talents in universities, it is decided that spiritual and cultural consumption should be an important and core part of college students' consumption. [2] However, some spiritual and cultural products available to college students in society are intermingled and complicated, coupled with the infiltration of western culture and the influence of bad social atmosphere, in order to take advantage of young college students' own weaknesses, there have been more common consumption among college students, such as conformity consumption, comparison consumption, showing off consumption, leading consumption, "holiday consumption" and "love consumption", as well as excessive vanity and flashy agitation in spiritual and cultural consumption. These phenomena affect college students' outlook on life, values, ideological morality and spiritual civilization construction to varying degrees, and have an important impact on their study, life, personality and even future work. The survey on consumption and lifestyle of college students in China in 2005 shows that the average expenditure of an ordinary college student is 5722 yuan per semester, and the top three daily expenditures are catering, clothing and communication. In the consumption of IT and digital products, each college student spends an average of 1.067 yuan per semester, accounting for 1.9% of the total expenditure. 60.4% of college students have mobile phones, 34.8% have MP3 players, 13.4% have digital cameras, 6.5% have laptops, and most of them often surf the Internet. [3] Through the investigation of several local college students, the author also shows similar findings. Therefore, in addition to basic consumption such as life and study, contemporary college students will choose to spend more and more on the internet, communication, love and many other aspects, and spiritual and cultural consumption is gradually becoming the main consumption content, with a further growth and upward trend.

According to the survey, contemporary college students' spiritual and cultural consumption mainly presents the following characteristics:

1. The consumption content is rich. At present, the consumption composition of college students is mainly divided into four parts: basic living consumption (clothing, food, housing and transportation) and study consumption (tuition, books, research fees, etc. ), leisure and entertainment consumption (leisure, fitness, tourism, entertainment, etc. ) and interpersonal consumption (human feelings, love, etc. In addition to the basic living expenses, college students spend more and more money on spiritual and cultural consumption, and there are more and more material and intangible forms that constitute college students' spiritual and cultural consumption objects, including cultural education, painting, sculpture, calligraphy, photography, reading, reading newspapers, watching movies, enjoying music, drama, listening to radio or speeches, etc. There are also online learning, chatting, playing games, communicating and communicating. This shows that the spiritual and cultural life of contemporary college students is rich and colorful.

2. Diversity of consumption level. Spiritual and cultural consumption is hierarchical, including recreational, entertaining and enjoyable spiritual and cultural consumption, social, developmental and intelligent spiritual and cultural consumption. According to the survey, the spiritual and cultural consumption of contemporary college students has a strong hierarchy and cross-hierarchy, which is mainly related to the quality, cultural literacy, value orientation, hobbies and income level of spiritual and cultural consumers. Different spiritual and cultural products consumed by college students can meet their different needs, including elegant and vulgar, scientific and unscientific. They can not only entertain people and delight their bodies and minds, but also cultivate their temperament and noble sentiments. They can also enable people to reserve knowledge and energy, develop various talents and make greater contributions to society. Obviously, active and elegant spiritual and cultural consumption is essentially a high-level consumption activity, which can cultivate people's sentiment.

3. Consumption pursues fashion. Rich in heart, passionate, active in thought, rebellious, adventurous and receptive to new things is one of the typical psychological characteristics of contemporary college students. Reflected in spiritual and cultural consumption, it is the fanatical pursuit of fashion and novelty. Any new things, new knowledge and new ideas make them novel and eager to pursue boldly, trying to show the times and lead the fashion trend. Because young college students have rich cultural knowledge and strong logical thinking and judgment ability, the pursuit of spiritual and cultural consumption also pays attention to their ability to reflect the trend and style of the times and meet the requirements of modern science and technology. According to the survey data, dictionaries, MP3 players, MP4s and mobile phones are not only new and fashionable among college students, but also updated quickly. In order to pursue the fashion freshness of mobile phone models in college for several years, it is not uncommon for people to change two or three mobile phones. In particular, some bestsellers and pop songs can spread among college students quickly within a few days, but it won't be long before college students will pursue updated bestsellers and pop songs.

4. The independence of consumer psychology. According to the survey, contemporary college students' spiritual and cultural consumption has the characteristics of pursuing individual independence, expressing themselves and being impulsive. They like the goods that can reflect their own personality very much, and demand that the goods have their own characteristics, have their own personality and reflect their own characteristics, so as to meet the psychological requirements of pursuing the beauty of personality and expressing themselves. At the same time, another typical feature of young college students' psychology is that their emotions are rich, intense and unstable, and they are situational, infectious and impulsive. For example, in the purchase of spiritual and cultural products, their impulsive purchases are more than planned purchases. When choosing goods, we often ignore the comprehensive choice of goods. Only one factor, such as style, color, shape and price, can make them passionate and become the reason for them to buy goods.