An Empirical Study Of College Students' Consumption Concepts

With the coming of the era of mass consumption,consumption plays an increasingly important role in people's lives.College students,as the pioneers of the times,should also be the leaders of the consumption concept of the times.Their consumption concept affects the consumption concept of the whole society.Be compared with others groups,the consumption groups of college students has its own particularity:the helps of the economic source,the representation of consumption behavior and the semi maturity of the consumption concept.In this paper,consumer culture is quantified into 5 dimensions of alienated consumption,symbolic consumption,enjoyment consumption,pragmatic consumption and development consumption,which are used as the manifestation of the consumption concept of the college students in Nanjing.In the paper,the self compiled questionnaire on the consumption concept of college students in Nanjing is used to sample the undergraduates in three universities in Nanjing.SPSS 21.0 statistical software is used to carry out empirical analysis and describe the statistics of the college students consumption concept.It is concluded that the consumption concept intensity of college students in Nanjing is in turn of pragmatic consumption concept,development type consumption concept,symbolic type consumption concept,enjoyment type consumption concept and alienated type consumption concept.The regression analysis is used to analyze the relationship between the identity factors of college student have significant influence on their symbolic consumption and concept of development consumption,and the identity factors of the college students have no significant influence on their alienated consumption.enjoyment consumption and pragmatic consumption concept.According to the analysis result,this paper puts forward the corresponding research conclusion,and finds that the consumption concept of college students in Nanjing has the following problems:Marked consumption tendency is obvious,development consumption motivation is insufficient,material consumption and spiritual consumption imbalance,and economic resources' helper and advanced consumption.On the basis of further research,the author discusses the reasons that cause the problems of the consumption concept of college students in Nanjing mainly from the social environment.the school environment,the family and the peer group,as well as the college students themselves.On this basis,the author,in view of the problems arising in the consumption behavior of college students in Nanjing,puts forward some suggestions from two aspects of the external environment and the self-cultivation of college students.