Consumption And Identification: College Students Consume In Advance

In recent years,with the continuous growth of the number of college students and the emergence of many consumption problems,the academic circles pay more and more attention to the advanced consumption behavior of college students.In recent years,with the development of the times,the advanced consumption behavior of college students has gradually become the research object of scholars.For example,some scholars put forward that college students advocate symbolic consumption and identify the impact of College Students’ advanced consumption.There are different views on the relationship between identity and advanced consumption in sociological circles,but most scholars believe that advanced consumption is a way to establish identity,and there is a certain correlation between consumption and identity.Therefore,this study believes that it is necessary to analyze college students’ advanced consumption behavior from the perspective of consumption identity,explore how advanced consumption behavior affects the construction of identity and what factors based on identity exist in advanced consumption behavior.According to the existing literature and research needs,this study has drawn up a semi-structured interview outline,selected 10 interviewees,mainly to understand the basic situation of the interviewees,the current situation of the advanced consumption behavior and their views on the advanced consumption behavior.Based on the symbolic consumption theory and social identity theory,qualitative research is adopted,By summarizing the characteristics of current college students’ advanced consumption behavior to explore the above problems.In this process,this study first lists the current situation of College Students’ advanced consumption,which provides the analysis direction for the next theoretical intervention;Secondly,based on the theory of symbolic consumption,this paper summarizes four links of identification construction of advanced consumption: Code manipulation,manufacturing consumption,advanced consumption connecting identification and internalization of advanced consumption behavior;Thirdly,based on the theory of consumer identity,through the analysis of the current situation of College Students’ advanced consumption behavior,the influencing factors of advanced consumption based on identity are obtained;Finally,combined with the interview content and theoretical basis,this paper briefly discusses the countermeasures to guide college students to avoid unreasonable consumption behavior.Firstly,in the process of constructing identity through advanced consumption,the formation of the implied meaning chain corresponds to the beginning,cornerstone,core and terminal of the identity construction through advanced consumption.Each link of this process is reflected in the current college students’ advanced consumption behavior.Firstly,the producer manipulates the goods through the production of symbolic goods;Secondly,through the market development of symbolic goods,the symbolic value of goods will be extended to consumers to make consumption;Thirdly,through the spread of symbolic value,the relationship between advanced consumption and identity is established;Finally,by seeking the internal driving force of identity,consumers’ advanced consumption behavior is internalized.Secondly,the advanced consumption behavior of college students is mainly concentrated in clothing,shoes and hats,skin care,beauty and social entertainment,and there are differences in the advanced consumption behavior of college students with different gender,major,grade and family.From the perspective of social identity theory,the following four factors affecting the advanced consumption behavior of college students are obtained.First of all,male college students as the main group in order to cater to the social identity of gender and passively ahead of consumption;Secondly,in order to pursue positive social identity and avoid negative social identity,college students of different majors,grades and families take the initiative to consume in advance;Thirdly,under the environment of developed media,reference groups have an impact on College Students’ identity,and then affect their advanced consumption behavior;Finally,the alienation of consumption brought by the development of the times is also one of the reasons that lead to advanced consumption based on identity.