A Investigation And Analysis Of Consumption Motivation Of The Post-80s Generation College Students

The post-80s generation are young people who were born after 1980.In other words they are between 18 and 27 years old today. They will become the major group to force social consumption. Mean well, as the dominant group of young people, the consumption of college students is more important to be studied. The consumer motivation is manifestation of in-depth psychological need when the consumer behavior occurs. It`s significant to research consumer motivation for approaching the consumption of psychology of the post-80s generation. This research take the post-80s generation as the object of study,This research take after the school 80 university students as the object of study ,and had used has used literature research method, interview method, questionnaire survey and mathematical statistics method on the study.Take the factor analysis to the survey result, that is showed the consumption of the post-80s generation college students was mainly composed of rational motivation, the self-expression motivation, the seeking common motivation, and the rational motivation is the most remarkable. The self-expression motivation and the seeking common motivation of female students are remarkable, the self-expression motivation of students from city is stronger , the rational motivation of non-only-child students is stronger.The correlation analysis for consumption motivation and the factor analysis for the number of college students showed that the consumption motivation depend on the sex, month amount of consumption and students source.