A Study On Consumption Conformation Of College Students In The Perspective Of Consumerism

In the context of opening-up policy and globalization, China witnessed a consumption reform. The society stepped into the era of durable consumer items from necessaries of life, commodity economy highly developed, the mass media changed rapidly and consumerism has rose from that time. The sign value of commodity gradually took the place of traditional identity attribute. Consumption contributes to economic development, social integration and consumption alienation as well.Due to consumerism, China’s social transformation and the reform of higher education, college students have become ordinary workers instead of God’s favored ones. This rapid devaluation forces them to look for ways to maintain and build their identity. Thus conspicuous consumption, excessive consumption and symbolic consumption are chosen into their identity system. The consumption of college students has become a hot topic, such as entrance equipment entering one million yuan times, monthly living expenses more than one thousand yuan, not affording the high cost of campus love, luxury consumption for youth in graduation season. In the consumption society, how to analyze the contemporary college students’consumption conformation, such as the current consumption structure and consumer identity of College Students including the influencing factors, and then propose some feasibility education policies, is an important realistic problem for families, colleges and even the whole society have to face.This paper analyses and summarizes the characteristics of consumerism culture change in China. Using multi stage stratified sampling method, this paper is also through technology methods, such as correlation, factor analysis, regression analysis, ELES, analyze the data from consumption conformation questionnaires to Shanghai college students, investigate the characteristics of consumption structure and the mechanism of consumption identity from sociology of consumption point of view. Through data analysis, the paper further analyzes consumption influence factors under identity framework, such as family inheritance, economic constraints, media solicitation and group demonstration, and makes some preliminary discussions on the improvement of consumption culture environment of college students and the social work intervention in consumer education.