Research On The Influence Of The Mass Media On Female College Students' Consumption Behaviour

This study takes the female university students as the object of study, from the sociology and communication research perspective,takes the consume behaviour theory and the mass media social function as the support, uses questionnaires and interviews with a combination of case,on the basis of female college students in Wuhan media contact condition and consumer behavior ,focus on the impact of mass media on female university students' consumer behavior. The research is divided into six parts:Part 1 introduces the background of this study, the purpose and significance of research in the past and reviewed.part 2 proposes the theoretical basis of this study, research hypothesis, research ideas and research methods, such as research and design.Part 3 describes the current situation of female college students access to mass media in wuhan district. The mass media in a modern society become more and more important, even the impact of changing the people of the world, social life. From the type of media exposure, the use of the frequency of media contact time, the motive of contact , content preferences,mass media using satisfaction, and the content six aspects.Part 4 makes a description of the female students in Wuhan in consumer behavior Status, and a detailed analysis of the level of consumption, consumption structure and consumption habits.Part 5 makes an analysis of the mass media of female students in Wuhan consumer behaviour with the survey result and the influence mechanism from the communication point of qualitative analysis. The mass media, particularly the net , gives an access to consumer information.The mass media for its fast, low-cost and the characteristics of openness has attracted the participation of female university students. In addition, the mass media play an important part in forming a rational concept of healthy consumption, the formation of a mature quality consumer for female college students.Part 6 makes conclusions on the basis of the empirical study and with the consideration of basic conclusions,the author put forward on the mass media how to form a rational consumption of health measures for female university students .