Research On Irrational Consumption Behavior Of College Students

Contemporary College Students’ Irrational Consumption Behavior is a very common phenomenon in society;family,school,society will affect the concept of college students’ consumption,which led to their irrational consumption behavior.College students tend to act through irrational consumption to show their own sense of superiority of life and the vanity of the psychological comparison.With China’s strong and development,more and more college students have become more open vision,at the same time,college students as individuals who have just independent life,it is easy to be affected by the outside world,which makes their consumption concept,consumption concept and consumption patterns are unknowingly changed,the pursuit of fashion and the pursuit of brand name in college students in a wide range of existence.This makes contemporary college students out of the original normal consumption patterns,and into the irrational consumption of the errors,the pursuit of those spending beyond their spending power behavior,affecting the contemporary college students’ consumption concept and consumption idea.China Agricultural University is located in the capital of China,is the center of the national economy and politics,Beijing’s college students’ consumption concept will be affected by the international metropolis environment,with the technology development,online shopping has become an important reason for irrational consumption of College Students.This paper analyzes the theory of demand hierarchy,herd theory and communicative consumption theory.