A Research Of College Students Consumption Behavior In The Period Of Social Transformation

With the social transformation and rapid development of Internet in China today, the market economy mechanism and the guide of multiple value are having profound impact on the campus culture, the values and behavior patterns of college students. The influence is directly reflected in the differentiation of the student groups and the differences of the consumer behavior. Based on the sociology theory of consumption, this paper summarized the characteristics of China's social transformation and consumption cultural change. Using random cluster sampling method, this paper also conducted surveys and statistical analysis through seven dimensions on the consumption of undergraduate students in a number of universities in Shanghai, obtained a Comprehensive understanding of their consumption status, generalized about the specific performance and influence factors of college students'consumer choice. In order to solve the problem of college students'conspicuous consumption tendency, and make up the missing of consumer guidance and consumer education of the family, society, peer and school, the author put forward a series of comments and suggestions on optimizing social media environment, building scientific consumption culture in family, establishing rational consumer concept of individual, and completing consumption education system of school.