The Study On College Students' Consumption Status Of Brand Apparel And Its Determinants

Getting clothes have two purposes, the first is to protect the body, and the second is to meet the wishes of self-expression. With the development of the economy, people's material life levels have been greatly improved, and with the collapse of the identity system, people's self-consciousnesses are awakening. Now China is rapidly entering the era of mass consumption, people's daily lifestyle and consumption concept have undergone tremendous changes, consumption plays a more and more important role. Buying clothes as a means of consumption reflecting the development and changes of social, brand clothing consumption is increasingly becoming a mainstream consumption style. Brand apparel consumption is not only concerned about the use value of the clothing(?). traditional material sense, but attention on the symbolic value of clothing in the cultural significance, that is to say, ignores the first purpose to wear of clothes, while emphasize the second goal. At present, China has about 30 million college students, therefore, a large number of students consumers constitute an important part of consumer in the social brand clothing consumption. Although students did not achieve economic independence, they have been relatively mature in socialization. In Maslow's five levels needs, it has been a strong demand for ownership need, self-esteem need and self-realization need, these demand can be reflected through dress, with a few pieces of brand clothing is not the simply quantity problems with clothes, but has become a "face" problem. Therefore, to study the consumption situation of branded apparel and its determinants of college students can obtain a reflection of today's college students living conditions and values to some extent. It has an important theoretical and practical significance to understand the branded apparel consumption situation of college students for training students to establish the right consumer attitudes and to shape a positive outlook on life and values. Through the survey of 678 students in Northeast University of Finance and Dalian Maritime University, it has been found that college students are now more emphasis on brand clothing consumption, the vast majority of students have a certain percentage of branded apparel,70% of the students have more than half the proportion of branded apparel, and the proportion of branded apparel in the Northeast University of Finance is greater than the Dalian Maritime University; High-grade students have a higher proportion of brand clothing than low-grade students; Only child has a higher proportion of brand clothing than non-only child; Students from the city has a higher proportion of brand apparel than students from rural areas and the county.... The average monthly cost of respondents on living are ranged from 601 Yuan to 1000 Yuan, and the average monthly clothing cost vary from 201 Yuan to 300 Yuan, accounting for about one-third oftotal expenditure. 50% of the students choose to buy brand clothing were due to the need to live or work, followed by reasons of fashion and beautiful. Girls choose this option was significantly higher than men. Whether the current fashion and economic conditions were the main factors affecting college students' consumption of brand clothing, nearly forty percents of respondents said that students pay little attention to the consumption of brand clothing. According to Veblen's view, this was due to lacking the economic strength for college students, meanwhile they did not have a very strong sense of show- off, therefore, the consumer's attention to the brand was slightly. Bourdieu believes that the differences of tastes are closely related with social background and level of education. Culture differences of family or school in acquisition mode, resulting in a marked appreciation in advance with the level of functionality. Consumer behavior is a practice, the habit formed in the social space, total personal capitals, field characteristics are closely related with consumption choices. Multiple regression model showed that:Male brand clothing consumer will be the wishes of women's brand clothing consumption 2.822 times, which is due to the frequency of girls buying clothes significantly larger than males, and with the restricted economic conditions, the possibility of choosing brand clothing for the boys are significantly higher than girls. It has a correlation between grade and college students will of brand clothing consumption, higher grades have more obvious brand apparel consumption will; School is an important place of socialization for individual. School culture, education, culture and surrounded classmates have an important impact on the students' socialization, social cognition, values, etc. This effect is subtle and non-direct. With graduation approaching, the students gradually make values in "society" internalization, and take as their values, and thus pay more attention to brand clothing consumption. Annual household income has a significant impact on the student's brand clothing consumer behavior, the higher of the household income, the larger of occurrence probability of brand apparel consumer behavior will be.Brand consume behavior has a continuity, and a consumer actively participate in brand groups, their group identity and the brand's emotional connection to the community will be strengthened more significantly. On the contrary, this identification and the emotional bond will promote to establish closer emotional ties between consumers and brands, this emotional connection continue to internalize and to strengthen, the occurrence probability of brand clothing consumer behavior become greater. The greater was the student's attentions to the brand clothing consumption, the larger was the occurrence probability of brand consumer behavior. Reference group has a very important impact on the selection of the personal behavior.