Keywords: new network media; Group effect; College students; consuming behavior
In the modern consumer market, the consumption behavior of college students, a special and huge consumer group, has more and more influence on the overall consumption of society. The study of college students' consumption characteristics is helpful for us to understand and grasp their psychological inducement and behavior orientation more correctly, so as to guide their consumption behavior and psychology more scientifically and establish a correct concept of online consumption. It is very important to develop good consumption habits, make full use of and save social resources, and form a good social atmosphere in the future society for further enriching and deepening the theoretical system of consumer behavior.
Firstly, it analyzes the current situation of college students' group consumption behavior under the network new media environment.
Under the network new media environment, college students' group consumption behavior and psychology have their own characteristics. According to the investigation and research on college students' consumption, we can know that the mainstream of contemporary college students' consumption psychology and behavior is healthy and reasonable, but there are still many problems.
1. Unbalanced consumption leads to differences in consumption behavior and psychology. Under the new media environment, college students' consumption behavior tends to be rational, but there are also places that need to be adjusted. The main product evaluation and satisfaction evaluation of college students mainly focus on richness, and the overall satisfaction is high. According to the survey, 52% of college students think that new online media products are abundant. Generally speaking, college students are satisfied with the current evaluation of new media consumption, but a few 3% students think it is narrow. This phenomenon just shows that college students have different perceptions of new online media, so their evaluation and satisfaction are also different, so their understanding and use of new media will also be biased. College students' consumption of online new media is unbalanced due to differences in economic level and personal pursuit, which easily leads to differences in consumption psychology and behavior.
2. Irrational consumption, dominated by entertainment and game consumption. The structure of college students' preference for the use of online new media is reasonable, but sometimes shopping and entertainment lead to excessive consumption and uncontrolled consumption, leading to irrational consumption behavior. The survey shows that college students tend to spend more on shopping, accounting for 45%; It accounts for 33% in entertainment, which shows that college students' preference for using new online media mainly focuses on shopping and entertainment, which conforms to the age characteristics and behavior characteristics of college students. 23% of college students prefer audio-visual entertainment, which shows that college students also have certain preferences for audio-visual entertainment. College students mainly prefer games, social chats and life services to online new media products, followed by education, TV dramas, concerts and other consumption, so college students are more likely to be guided by online new media to buy.
3. Consumption experience, willingness to pay and comparison psychology all increase students' consumption of consumption experience, and they have stronger willingness to pay, which may lead to comparison psychology, so the consumption ratio will increase. To some extent, the new network media gives college students more consumption space and is more attractive to them. The characteristics of convenience, high efficiency, virtual experience and open interaction have certain influence on college students' consumption attitude. As a specific consumer group, college students' group consumption behavior accounts for an increasing proportion in the whole social consumption.
Second, the empirical analysis of college students' group consumption behavior under the network new media environment
(a) Data sources and information measurement
1. Sample Selection This survey * * * distributed questionnaires 150, and the respondents were mainly college students in Anhui. At the same time, students of different grades are sampled by stratified sampling. The actual number of valid questionnaires is 128. Excluding errors and incomplete questionnaires and considering related variables, the overall reliability of the questionnaire is greater than 0.7. Because the selected universities are far away, there is no group influence between them, and it will not interfere with variable measurement.
2. Questionnaire design The content of the questionnaire includes three parts. The first part is the evaluation of major consumers' overall cognition of online new media, in order to quantify the behavior of group consumers and the influence of reference groups. The second part is the evaluation of the characteristics of network new media, including fashion, practicality, simplicity, supporting environment, operation and use and supporting facilities. The third part is the measurement of information source, that is, the channel to obtain new network media.
(B) Reliability and validity analysis
1. Data Reliability Analysis In the investigation of the influence of new media on college students' network, * * * distributed 150 questionnaires, among which the students surveyed included universities such as University of Science and Technology of China, Anhui University, Hefei University of Technology and Anhui Agricultural University. There are 53 valid questionnaires 128, accounting for 4 1%, and 75 female questionnaires, accounting for 59%, with a basic ratio of 5: 7; Among them, doctors account for 13%, graduate students account for 33%, and undergraduates account for 54%. The education level is concentrated in junior high school graduates. Stratified sampling is also used between different grades, and the selected samples are more balanced.
2. Data Validity Analysis In this study, the answers of the questionnaire are assigned, and the mean E and standard deviation S of each dimension are calculated. We find that boys' evaluation of online new media is higher than that of girls', but there is little difference between them in feature evaluation. Boys' information comes from friends and classmates, and they are more influenced by groups than girls, and their overall evaluation of products is also higher than girls'.
3. Relevance research test In order to test the hypothesis, we calculated the relevance of new online media, information sources and overall evaluation.
4. The significant results show that in the final data of online new media evaluation survey, it can be found that when the overall evaluation is more applicable, it is significantly positively correlated with consumer evaluation; When information sources tend to be within the consumer group, such as friends and classmates, there is a significant positive correlation with consumer evaluation.
Thirdly, the analysis of the influence of network new media environment on college students' group consumption behavior.
The consumption behavior of college students is often related to their own behavior characteristics, such as education level, family environment, and their own consumption psychology, which will all affect individual purchase decisions [2] 147 148. As consumers of online new media, college students' consumption behaviors and choices are quite different from those of ordinary physical shopping in the face of online price reduction, special price and online shopping promotion, which has a great influence.
1. Online new media penetrates into college students' consumption behavior. As a new fashion lifestyle, online new media consumption has the characteristics of being young and pursuing novelty, and it is more acceptable to the new form of online new media consumption. New media derivative services such as WeChat, Taobao, Weibo and QQ will inevitably attract many college students to participate in consumption. Due to the lack of certain shopping experience, combined with the consideration of learning tasks and transportation and time economic costs, most college students will choose the online new media shopping platform. According to the survey, 67% of college students will choose good quality and low price goods, and make reasonable and cost-effective shopping behavior by using new online media channels. But some college students can't control it reasonably, so they spend more.
2. The online new media influences the consumption preference of college students. The consumption preference of college students is easily influenced by the new network media, because college students exist not only as individual consumers, but also as a social group. Group sports, hobbies and group behaviors will cause or induce changes in the whole group [3]295296. The survey shows that college students tend to spend more on shopping, accounting for 45%; It accounts for 33% in entertainment, which shows that college students' preference for using new online media mainly focuses on shopping and entertainment, which conforms to the age characteristics and behavior characteristics of college students. At the same time, convenient and efficient, virtual experience, open interaction and other consumption characteristics are the consumption preferences of contemporary college students.
3. The new network media affects the consumption choice of college students. Network new media is closely related to the group consumption of college students, and its development has greatly changed the consumption choice of college students. The group consumption behavior of college students sometimes shows the phenomenon of blindly following the trend, and college students have the psychology of following the trend in daily shopping [4] 125 127. According to surveys and interviews, when college students see special prices or discounts, they will buy or make an appointment to spend, and to a certain extent, they buy a lot of things that don't need to be consumed. The survey results show that 73% of college students enjoy online consumption anytime and anywhere, and make use of new online media for shopping experience. Usually, during the holidays, major businesses will advertise spikes and limited-time discount snapping up, creating the illusion that opportunities are fleeting and commodities are scarce.
4. Internet new media stimulates college students' desire for consumption. College students are keen on the trend of the times and have a fresh cultural atmosphere, so when making consumption choices, they often take the trend as the primary consideration, followed by quality and service [5]297300. For physical stores with fewer choices, it is a new trend and an irreversible torrent of the times to consume through new online media. According to the survey, 46% of college students buy gifts for some purpose and idea to enhance their inner pleasure or pride. The spread of online new media has stimulated college students' interest in online consumption, but also greatly stimulated their desire for consumption, increasing a lot of unnecessary expenses and expenses.
Fourthly, the consumption countermeasures of college students' group consumption behavior under the network new media environment.
The problems of contemporary college students' consumption behavior are not only concerned by all aspects of society, but also by universities and parents. Therefore, the negative impact of college students' irrational consumption should not be underestimated.
1. Optimize the ideological understanding of network new media and cultivate the correct consumption view of college students. With the constant change of consumption patterns, the subsequent consumption concepts are also deeply affected. It can be seen that college students' consumption view is easily influenced by society. Therefore, colleges and universities should combine the characteristics and advantages of new network media to give ideological guidance and concept guidance to college students, and publicize scientific and moderate consumption views through class meetings, reports and ideological reports. At the same time, they should also advocate active consumption and rational consumption from social atmosphere and family support.
2. Supervise social media to fulfill their social responsibilities and establish a healthy social consumption environment. In today's information age, people are increasingly dependent on online new media, and mass media has influenced college students' consumption thinking mode and consumption values in its unique way [6]259. In this process, as social media, it should play its public opinion-oriented role, for example, through the discussion and exchange of interactive media to actively interact. Colleges and universities should also make good use of new online media, stimulate students' extensive participation, solve consumption problems and phenomena from the perspective of college students, publicize positive consumption concepts, and maintain a clear network environment and space.
3. Avoid the origin of college students' group consumption, and enhance the guiding and radiating function of new online media. College students are easily influenced by the whole group. The survey shows that most college students are more inclined to fashion and popular elements, and are keen on new things pursued by the public. Therefore, we should first avoid the blindness, unpredictability, seeking the opposite sex and irrationality of college students, actively use the word-of-mouth communication of online new media, give full play to the advantages of new media, create a new consumption model of "times, foresight, creativity and planning", and encourage college students to "actively consume" by improving services.
4. Adjusting the relationship between consumer psychology and personal experience, and improving the marketing behavior and publicity methods generated by college students' own online new media have great influence on college students' group consumption behavior and high attention. On the one hand, online new media has attracted