Female College Students’ Consumption Concept Spending Problems And Countermeasures

Consumption concept is the basic views and attitudes of consumption for human being. As a tiny point of view of consumption idea, the body consumption concept has been paid close attention by female college students in real life on campus, is the prominent contradiction focus for female college students. Physical consumption concept refers to capital consumption activity in order to maintain the external image of their body by paying money, time, energy, health etc.resulting in visible change, the beautification, modification and maintenance of the body. It is a kind of developmental and enjoyable consumption.According to the research on the physical consumption idea for female college students, it is found that the current mainstream of the physical consumption of female college students is positive and healthy,but there are also many problems, including unbalance, homogeneity,dependency, moodiness, and conformity. These consumer misunderstanding breed about many negative impacts, such as harmfulness to physical health, spiritual emptiness of subject consciousness, following bad consumption atmosphere and so on. These problems are the results of comprehensive affecting of many factors which is closely connected with physical consumption problems. The main and most important one is the social factors such as mass media influence, the penetration of consumerism impact and the exemplary roleof the white-collar class. The other factor is the circumstance on campus including the lack of university physical consumption idea guidance, the consumption environment in colleges and unrealistic competition of consumer behavior among students. The third one is the family factors,including the excessive financial support, improper demonstration and incorrect education guide from parents. The forth one is personal factors including physical characteristics of female college students,psychological factors and value concept etc.The main purposes for offering correct body consumption idea guidance for female college students is to figure out real aspects of physical consumption concept, to maintain reasonable physical consumption and to construct scientific aesthetic standard. Thus the guiding role of mass media, the main education channel of school education, the initial modification of family education, the subjective initiative of female college students should be combined together as a whole and optimized system through example demonstration, reasoning and emotional molding to carry out the important and emergent educational guidance for physical consumption concept molding for female college students.