Analysis On Influencing Factors Of College Students' Irrational Consumption Behavior

With the development of science and technology,people's lives are affected by novel marketing techniques,different kinds of products and convenient shopping methods.Due to external stimuli or their own need,more and more consumers may have irrational consumption behavior.For enterprises,it is an important source of revenue;for individuals,it is an irrational control over funds;for our society,it will cause a waste of resources.As a new force in contemporary online consumption,college students' irrational consumption behaviors are becoming more and more fierce,which may seriously affect college students' world view and values,and have negative consequences of the development of society.Therefore,it is urgent to thoroughly explore the influencing factors of college students' irrational consumption,so as to educate and guide them contrapuntally.This paper uses the literature research method,the questionnaire method,the structural equation model and the multi-ordered Logit model to carry out theoretical and empirical research on this problem.Access to related literature,we believe that the irrational consumption behavior of college students is mainly influenced by needs and emotions,and emotions play a certain role in regulating between needs and irrational consumption behavior.Considering the feasibility of data acquisition and the characteristics of our respondents,we have selected Wuhan,which has a relatively large number of universities in China.Sample data were obtained by designing questionnaires,using PPS sampling and convenient sampling.According to 585 valid questionnaires recovered,firstly we analyzed data using descriptive statistical methods and characterized the characteristics of the respondents;secondly,we verified our theoretical hypothesis based on the structural equation model;finally,we conducted empirical research on the relationship between irrational consumption behavior,emotions and needs using the multi-ordered Logit model.According to the analysis results: first,through the study of relevant literature,questionnaire design and result analysis,we found that blind consumption,impulsive consumption,symbolic consumption and excessive consumption are the main manifestations of college students' irrational consumption behavior.Second,need is an important internal reason for irrational consumption behavior,and it is the most essential motivation.Irrational consumer behavior occurs under the stimulation of certain special needs.Third,social needs,demand for honesty and pressure relief have a significant positive impact on the irrational consumption of college students.Fourth,emotions affect consumption through adjustment of needs,rather than affect it directly.Both positive and negative emotions have a positive impact on needs,and the impact of the two is very close.Fifth,there are differences in the influencing factors of four different types of irrational consumption.The main differences are that men tend to produce symbolic consumption and excessive consumption more than women.Blind consumption is more likely to occur in people with low education.People who belong to the township are prone to impulse consumption and excessive consumption.