A Survey And Research On The Consumption Values Of College Students In Kunming University

Based on consumer psychology,consumer behavior,consumption values of carding and reviewed in this paper,related research at home and abroad and the Marxism consumption ideology,Jinping frugality idea,China 's traditional ding to luxury honors thrifty thought as the theory of consumption values education,using literature study and questionnaire investigation about the present situation of university students' consumption values in Kun Ming and education countermeasures are analyzed.The study uses the survey tool is the "college students' consumption values questionnaire",and in Kun Ming university of science and technology in Kun Ming,Yun Nan province,Yun Nan university,Yun Nan university for nationalities,468 undergraduate students from four universities in Yun Nan normal university has carried on the questionnaire survey,investigates the relationship between college students' consumption values and its influence factors,the results are as follows:1.The dimensions of consumption values of Kun Ming university students are arranged in the order of average size: social type < pleasure type <conservation type < altruism type < quality type.2.There are significant differences in the consumption values of Kun Ming university students in terms of gender,place of origin,grade,monthly disposable amount and political status.3.The correlation analysis results of Kun Ming university students' consumption values and its influencing factors are shown in table 2-9 below.There is a significant positive correlation between social dimension and bad consumption fashion,and a significant negative correlation between family consumption education.Pleasure dimension is positively correlated with mass media advertising and peer group influence.The altruistic dimension has a significant negative correlation with social bad consumption fashion,and a significant positive correlation with mass media advertising and familyconsumption education.The saving dimension has a significant positive correlation with mass media advertising and family consumption education.There is a significant negative correlation between the quality dimension and social bad consumption fashion,and a significant positive correlation between the mass media advertising and family consumption education.Based on the above findings,it is concluded that the commercialisation of university students' consumption values give priority to in order to meet their material needs to meet its own physical and mental pleasure is complementary,overall is more positive,pragmatic and realistic,green health,but there's still a small show up with the joneses ",material enjoyment,wasteful consumption behavior of students.Based on the multi-disciplinary knowledge and theories of ideological and political education,economics,sociology and psychology,this paper analyzes the causes of the problems in the consumption values of university students from four aspects: society,school,family and individual.In accordance with this,the countermeasures and Suggestions are put forward from four aspects: creating a good social consumption environment,giving full play to the role of ideological and political education in establishing reasonable consumption values among college students,attaching importance to family consumption education,supervising and guiding children's consumption behavior,and improving the main quality of college students.