The Research On The Influence Of Consumption Psychology On The Consumption Behavior Of College Students In Chongqing And Sichuan

With the social economy of our motherland developing and the consumption environment changing, the consumption psychology as well as the consumption behavior of the college students has been radically changed. The college students, in the modern society, are considered as the main stream in leading consumption trend. As a result, it is obviously important to pay close attention to the characteristics of their consumption psychology and the trend of their consumption behavior, and carry out some applied education. So,researching on the influence of consumption psychology on the consumption behavior of college students will not only enrich the research on the influence of the consumption psychology and the consumption behavior of college students but also help them to develop some sensible thoughts on consumption. Thus will do good to create a pleasant social environment and promote the developing of the harmonious society. The result of this study shows that:1,The consumption psychology and the consumption behavior questionnaire with college students in Chongqing and Sichuan have boundary fine message effect, in line with requirement of psycho -logical measurement, and they can be as research tool.2,The consumption psychology of college students in Chongqing and Sichuan tend to develop openly and modernly. The thought of sensible consumption has been the main trend of the college students, yet a large number of them are still blind consumers. The sequence of the consumption psychology of the college students of the five dimensions shows: frugal psychology > impetuous psychology > leisured psychology > impulse psychology > comfortable psychology.3,Chongqing and Sichuan college students behave variously in consumption, the Overall characteristics is positive and healthy. In the order of scores, the five dimensions of students' consumption behavior are: sensible consumption > practical consumption > comfortable consumption > emotional consumption > advanced consumption.4,Different groups of students in Chongqing and Sichuan have different consumption psychology. Suburban students are likely to have frugal consumption psychology while urban students tend to have comparison and impulse consumption psychology, freshmen are easily to have impetuous psychology while senior students are likely to have comparison consumption psychology, high income families' students easily have leisured consumption psychology, the only child families' students especial remale tend to have comfortable consumption psychology.5,The frugal psychology of college students in Chongqing and Sichuan is actively related with the sensible and advanced consumption.6,College education on thoughts and politics has an important influence on leading college students' consumption behavior, and it will be one of the most important projects to pay close attention to create and strengthen good consumption sense and behavior of the students, to help them developing good habits in consumption. Research found senior students easily have emotional and advance consumption, urban students are likely to have sought comfort consumption, high income families' students tend to have advance consumption.