The Structure Of Overconsumption And Its Factors

Over-consumption is a major practical problem that countries around the world are committed to studying and preventing.With the popularity of online shopping,Chinese college students have gradually become the main force of over-consumption.However,the prevalence of excessive consumption among college students still lacks a systematic explanation framework because there is no unified definition of overconsumption in academia.At the same time,there is a lack of scientific tools for quantitative research on over-consumption.Therefore,on the basis of clarifying the connotation and structure of college students’ over-consumption,this paper develop Over-consumption of College Students Questionnaire.Then,constructs the factor model of college students’ over-consumption based on the grounded theory.It is hoped that this paper can provide theoretical support for preventing the occurrence of college students’ over-consumption behavior.This paper consists of two studies.The first study explores the connotation and structure of over-consumption of college students on the basis of literature analysis and semi-structured interviews,and develop an initial questionnaire.With 250 college students for item analysis and EFA,and then 401 college students for reliability and validity test,the results show that over-consumption of college students can be divided into three dimensions: overdraft,planning and hedonic.The second study adopts the qualitative research method based on the grounded theory to construct the factor model of college students’ over-consumption.The subjects of the study are 23 college students with excessive consumption behavior and second-hand data collected from the Internet.The results show that the need and motivation of consumption,consumer characteristics,consumption situation,social environment characteristics,and the valence of consumption can influence over-consumption of college students.Conclusion:1.Over-consumption of college students refers to the behavior that the group cannot reasonably plan their consumption and often purchases unnecessary products or services beyond their own needs,resulting in the consumption amount exceeding their economic capacity and budget.2.There are 11 items and three dimensions(overdraft,planning,hedonic)in Overconsumption of College Students Questionnaire.The structure model has good reliability and validity,and can be used as a tool for measuring over-consumption of college students in China.3.The need and motivation of consumption,consumer characteristics,consumption situation,social environment characteristics,and the valence of consumption have an important impact on university over-consumption.Among them,consumption situation(product characteristics,promotion methods,convenience of shopping,time)and social environment characteristics(recommendation by others,family environment,peer group)are external environmental factors;Consumer characteristics(respect,interpersonal relationship,curiosity,shopping desire)are internal driving factors;The valence of consumption(happiness,self-reward)is a process factor.4.Five elements is independent of each other,which can not only affect overconsumption of college students alone,but also generate interaction.Specifically,the need and motivation of consumption directly affect college students’ over-consumption;Consumer characteristics,social environment characteristics,consumption situation and consumption price can not only directly affect college students’ over-consumption behavior,but also adjust the intensity of the relationship between the need and motivation of consumption and college students’ over-consumption.