Research On The Influence Of Video We Media On Contemporary College Students’ Consumption Behavior

In the context of globalization,with the implementation of reform and opening up and the continuous development of economy,China’s consumer revolution has also begun.Increasing purchasing power has transformed people from an era of daily necessities into one of consumer durables.The emergence and development of the Internet has brought people into a new network era,and the emergence of various media types has made it possible for everyone to express their voice on the network public platform.The information is more open and transparent,but at the same time,the information is complex,the good and the bad are mixed,and the value of commodity symbols is increasingly prominent.And college students are in a critical period of socialization,because has not yet fully formed,their consumption idea easily affected by external environment,as the media information receiving and increasingly prominent,advanced the contradiction between the lagging behind of consumption and consumption ability,under the influence of social environment and network information,some college students appeared irrational consumption behavior,This has also attracted the attention of domestic experts and scholars.College students are the national reserve talent force,which has great strategic significance to the country.Therefore,it is of great significance to discuss the influence of consumerism on college students and put forward countermeasures to guide their rational consumption and promote their all-round development.This paper makes a statistical analysis of the questionnaire survey results,and analyzes the influence of video we media on contemporary college students’ consumption behavior from three aspects: consumption attitude before consumption,consumption decision during consumption and consumption feedback after consumption.First of all,from the point of view of consumer attitudes,the consumption habits of college students by the family situation,the influence of family income and consumption levels are related,but because of their relative independence,consumption level,and also has certain volatility in daily consumption,blind consumption behavior with their peers,in addition to the group sense of belonging and satisfaction,and the pursuit of fashion,conspicuous consumption,Hope to gain group recognition.Secondly,from the perspective of consumption decision-making,some external factors,such as business,artist group drive,network comment feedback,evaluation and so on,will affect the specific consumption practice of college students,especially in the current phenomenon that various advertising media platforms continue to stimulate the consumption demand of college students to surf the Internet for a long time.Family consumption environment and economic conditions will actually restrict college students’ consumption behavior.Thirdly,based on the current specific consumption situation,the paper analyzes the current situation of the gradual diversification of college students’ consumption structure,and analyzes the differences of different genders,grades and growth environments.Finally,on the basis of the above influence analysis,from the social consumption environment,industry self-discipline management,college students themselves put forward countermeasures to guide college students to rational consumption,so as to help college students form a reasonable consumption view.