Research On Consumption Behavior Of College Students

With the rapid development of economy and the goods enrich,the consumption of people has changed a lot.As the pioneer of the era,colleges accept new things easier and they have advanced consumption idea.The college's consumption behavior has great significance on the whole society.In order to know the basic situation of college students' consumption behavior and to explore the factors influencingcollege students' consumption behavior,the article have a questionnaire survey on the undergraduate of eight provincial universities in Shijiazhuang.This survey's respondents are the college students of eight provincial universities in Shijiazhuang.Distribute questionnaires according to the total number of students of each school.In order to ensure the quality of the data from questionnaire,two different person input data twice after the investigation,and use auto-correction for proofreading of the software.Besides,the article interpolated the missing value using Clementine.Descriptive statistical analysis was carried out on the data first.Through correlation analysis and contingency table analysis,the article concludes that there is no correlation between age and consumer spending;the proportion of boys in high consumption crowd is much higher than the girl;the sources of college students' consumptionare more diversified who come from rural.In addition the article also has carried on the deep analysis.In the analysis of consumer preferences of association rules,come to the conclusion that in addition to its own factors,factors that affect college students' consumption preference include family factors,social factors and school factors.The logistic regression analysis on the monthly consumer spending show that students' gender,family background,whether the one-child,source of consumption,and family monthly income all have significant effecton college students' monthly spending.Finally the article classifies students on consumer spendingusing the decision tree.Only need to know the students' family income,gender,and whether the one-child,can estimate which type the students' monthly spending belongs to,so that the school can know students' consumptioneasier.The article finds that there are the following problems exist in college students' consumption behavior:Consumption source is unitary;learning expenditure proportion in the consumption structure is too small;college students generally lack of financial management ability;college students attach great importance to good appearance and brand;the proportion of boys in high consumption crowd is much higher than the girl;schools and families are lack of college students' consumption education and guidance.Aiming at the problems in consumer behavior,the article puts forward the following suggestions:College students should develop good consumption habits,planned to consume and set up the correct consumption concept;parents should set a good example,and love children rationally;schools should create a healthy consumption atmosphereactively,put the consumer education into school education system and carry out practical activities related to the consumption of knowledge often;Social relevant departments should build scientific and reasonable social consumption environment,optimize the campus surrounding environment and play a positive role in media.