A Research On Consumption Behaviors Of Contemporary College Students

Recently, consumption of college students has become one of the hot concerns in society. So it turns to be one important goal of all-round quality education in college to help students form good consumption habits. In this thesis, the author chooses different levels college students (undergraduate, specialist and vocational) from different types of four universities (public and private) in Nanchang as research objects. By the way of questionnaire and interview, the writer can analysis college students'consumption behaviors and find the unreasonable factors and inducement. Then guide college students to consume healthily and establish a correct view of the consumption through the society-family-college dimensional education. It also can improve their ideological and moral qualities and finally train them into the cause of socialism with Chinese characteristics, qualified builders and successors.The thesis consists of the following four chapters:Chapter one is introduction, including the posing of the research question; the relevant research literature at home and abroad recently; the methods of the research and the characteristics of the thesis.Chapter two is definition of key concepts and explanation of theory. Key concepts are consumption,consumption behavior,college students'consumption behaviors; basic theory are two parts: (1) The general pattern of consumption behavior. They are Howard-Schein model,Nicosia model,EDK model,Factors model. (2) The basic theory of consumer behavior. They are the Maslow's theory of demand; Ecological Theory of Consumption.Chapter three summarizes the regional characteristics of Undergraduates Consumption in Jiangxi and gets the unreasonable performance of Jiangxi College Students Consumption Behaviors by analyzing the survey data. Then analyzes the factors which lead the bad consumption behaviors from themselves,family, university and society.Chapter four proposes solutions to the problem of college students'consumption according to the consumption theory and empirical data. Meanwhile, this part concludes the meaning of college students'reasonable consumption behaviors from 3 aspects of college students themselves,family and society.