Research On The Influencing Factors Of College Students’ Non-Rationality Consumption Behavior In The New-Consumption Environment

With the improvement of living standards of residents,China’s consumer market is changing rapidly from the demand for food and clothing to the demand for self-development.Consumptionism is in vogue.The arrival of the new-consumption era has further reshaped China’s consumption model and changed consumers’ habits.At the same time,social vicious events caused by excessive consumption emerge in an endless stream,and more and more college students are deeply involved in them.College Students’ consumption desire deviates from consumption ability.Serious non-rationality consumption behavior will not only directly affect the personal economic situation,but also interfere with the formation of correct values.In the future,it will seriously hinder the healthy growth of individuals and social progress.From the perspective of non-rationality behavior,this research proposes the influencing factors model of College Students’ non-rationality consumption behavior based on the Fogg behavior model,and explores the mechanism of the influencing factors.420 valid samples were collected by way of questionnaire,and the influencing factors of College Students’ non-rationality consumption behavior under the new-consumption environment were studied by using the structural equation model.The results show that:the motivation factors representing college students’ sense,expectation and belonging and the ability factors representing excessive consumption,perception bias of costs and psychological cost have significant impact on college students’ non-rationality consumption behavior;the trigger factors representing signal,sparks and facilitator have indirect impact on College Students’ non-rationality consumption behavior,in which motivation and ability play an intermediary role;gender,grade,family and attributes of personal characteristics play a regulatory role between ability and non-rationality consumption behavior,trigger and motivation.The results of this research show that motivation,ability and trigger are important factors affecting college students’ non-rationality consumption behavior,and the impact mechanism is different in different gender,grade and family groups.The results of this study provide a certain management support for the existing research on College Students’ consumption behavior based on sociology,and provide a new perspective for the research on non-rationality consumption behavior which is free from the "rational person assumption".This research has also sort out the impact of the new consumption environment on consumption behavior,and provide some construction for university education practitioners to improve the status quo of college students’ non-rationality consumption.