City High School Students The Impact On Household Consumption Decisions

China's national economic development and the quality of the residents'life have improved greatly since reform and opening up. Teenagers with their privileged position as the only child have created a huge consumer space. The young people are the special groups in the society. Their consumption is not only an important component of the entire population, and they have their independent consumer awareness and features, what will have certain influence to future consumption. The current teenager's consumer behavior has the powerful independent consciousness. They play a dominant role in the decision of type, price, and quality of the goods, whether they carry on the expense or their parents replace the purchase. Because of child's special position in the family, they have not only the considerable pocket money; moreover they can affect other family members'expense decision-making powerfully.This article carry on the analysis on the basis of survey data on consumption of urban middle-school students, and explains the middle-school students'influence to their household consumption decision-making through elaborates their influence function in certain representative commodity and service purchase decision-making process. And then try to identify the relevant factors affecting their influence and analysis the relationship between the gender, family income, the only-child status, age and the middle-school students'influence on household consumption decision-making. Finally, elaborates the decision-making influence function production mechanism. I obtained the consumer behavior of urban middle-school student present the independency, fashionable, the digitization, the proper attention to both materially beneficial and the high standard and so on. The middle-school students also already achieved the quite high level influence to the family purchase decision-making. On the one hand, they have a considerable influence on the consumer decision-making which closely related to their daily lives, such as their own school supplies, food and drink, their shoes and clothes. On the other hand, they also have a certain influence on the family durable goods'purchase decision-making, mainly embodied in personal computers, Walkman / mp3/mp4 and bikes. But the middle-school student is occupying special physiological and psychology development phase. Their world outlook, the outlook on life, the values was not still mature. Guardian's excessive spoiling, the certain advertisement's bad propaganda in the society, lack of the social life experience in addition, the middle-school student is very easy in the expense question to present all sorts of thought erroneous zone, which will probably affect their long-term personal development. Secondary school students'continued growth power in consumption and decision-making influence on household consumption, if lacking the necessary control and correct guidance, is bound to create new forms of non-rational consumption. Therefore strengthen the urban middle-school student's consumer education not only has the important meaning to their own healthy development, will also have certain positive influence to the household consumption. Only when the whole society, schools and parents make joint efforts in the field of teenager's consumption education on the basis of the deep research, their consumption would walk to the orbit of science and healthy consumption.