The Empirical Study Of College Students’ Irrational Consumption Behavior In Hunan Province

Consumption is an important part of people’s daily life and continued momentum, as well as terminal and fundamental purpose of human economic activity. People often indicating the status of their society and its ability to exist in society and value to others by consuming. College Students as a social special consumer groups, consumer behavior in a way that they can reflect contemporary youth values and attitudes, become hot issues that concerned by parents, schools and society. With the rapid rise of the Chinese economy and the deepening international exchanges, and from the Western developed countries Consumerism Tide also quietly penetrate into the university campus, especially the impact of lifestyle in modern society, consumer philosophy, advocating the trend of the next, Students’ level of consumption, consumption, consumption content, consumer target, consumption patterns and consumer culture change happening unconsciously. They began the tradition no longer satisfied with basic necessities and essential consumer spending, turned non-essential consumption closer, into a non-rational consumer behavior in a vicious circle, unable to extricate themselves. Hunan is one of the typical underdeveloped western regions in China, according to incomplete statistics, there are nearly 600,000 college students each year. Due to the impact of cultural differences and other regions, they have some differences with the university students in the coastal lifestyle, consumer awareness and consumer psychology. This article makes the college students in University as the research object, using questionnaires, interviews and other research methods. Then, makes the empirical analysis of the college students’ irrational consumption behaviors in NH University through the relevant datas and information.Firstly, this article analyzes the research background and its necessity. And determines the research contents, research methods and research ideas on the basis of reviewing the research in home and abroad. According to the guide of the related theories, discusses the influenced factors of college students’ irrational consumption behaviors.Secondly, this paper adopted the method of regression analysis, sorts and analyzes related datas, and finds some regulars of irrational consumption behaviors of college students. This part is the focus of this article. The basic logical thought is:1.Carrying on the detailed instructions of the datas of this empirical study, especially the source of data, access and so on.2.Explaining the different variables of the analysis of the design institute, and the reasons for selecting the variables.3. Establishing research hypothesis models.4.Verifying and explaining this hypothesis according to corresponding statistical analysis of the questionnaire survey datas, which is based on the hypothesis models.Thirdly, through empirical research and testing hypotheses, draw the following conclusions:1.Gender differences are irrational consumer behavior in college students a significant factor. Studies have shown that college girls want to spend more than boys, that irrational consumer behavior in girls than in boys to be universal.2.Urban-rural differences are important factors affecting college students irrational consumer behavior. The results showed that students in urban than rural students a higher level of consumption, the greater the number of months the amount of consumption, and non-rational consumer behavior is more pronounced.3.Differences in family income is a decisive factor Students irrational consumer behavior. From the family income, the higher the household income, the economic needs of college students will get great satisfaction, consumer behavior presents its arbitrariness, blindly follow the trend of other non-rational consumer behavior.4. Differences in family structure are also factors Students irrational consumer behavior. Such as the one-child families, parents than non-exclusive family economic needs of the children are mostly trying to meet, resulting in greater efforts in such groups dominate the process of consumption, consumption become more irrational.5.The difference is the way college students spending irrational consumer behavior factors can not be ignored. Such as credit card as a new payment method, there is no source of income or for the purposes of economic independence poor college students a great attraction, leading them to impulse spending, excessive consumption and overdraft.Finally, base on the results of investigation and analysis, makes the proposals for correct irrational consumption behaviors of college students,who are from the some schools, families and society.