Investigation And Analysis Of College Students' Conspicuous Consumption Behavior

With the rapid development of China's economy in recent years,the living standards of our residents has also been rapidly improved,not only in the material conditions have higher requirements,the concept and the level of consumption has changed greatly compared with the past.More and more people begin to highlight the trend of conspicuous consumption in material consumption.At the same time,this increasingly widespread conspicuous consumption theory and conspicuous consumption behavior are having a powerful impact on social production and consumption life.In recent years,a large number of researches have proved that the conspicuous consumption of our country is developing towards underage because of the influence of Western consumerism,especially among the college student population,which is particularly prominent and significant.In this study,610 full-time undergraduate students were selected as the research object to analyze how the concept of conspicuous consumption affects the consumption concept and behavior of college students.In the specific analysis of the results of survey,this paper first conducted the descriptive statistical analysis,cross-sectional analysis of factors and correlation analysis of each factor,then according to the questionnaire data and the in-depth interviews which were combined with the Van Buren ostentatious consumption motivation,Bourdieu's class consumption theory,Baudrillard's symbolic significance and other related theories,we conducted a sociological analysis of conspicuous consumption behavior of college students in Tai Yuan city to summarized the causes of conspicuous consumption behavior of college students.It was found that there are three main reasons for conspicuous consumption of college students.The first reason is the lack of consumer education,including the lack of family consumer education and the lack of school consumer education;and the second reason is the prevalence of misleading consumer symbols in the mass media;and the last reason is the university students personal factor.By summarizing the reasons,this study also put forward the transformation strategy of college students' conspicuous consumption,mainly from the strengthening the consumer education of college students,the standardizing of mass media opinion guidance and the strengthening of college students self-education,so as to help college students correct their bad consumption behavior,provide guidance for them to set up a rational consumption concept,and make them grow up healthily in the process of socialization.