Research paper on college students' consumption psychology and behavior

The consumption psychology and behavior characteristics of contemporary college students are closely related to the economic situation and consumption structure. Differences in economic status and consumption structure will affect the psychological growth of college students to varying degrees. While cultivating college students to improve their financial management ability and guiding them to form a correct value system, we should pay attention to helping them adjust their bad emotions in the process of consumption. The following is what I have carefully prepared for you: papers related to college students' consumption psychology and behavior. The content is for reference only, welcome to read!

The full text of college students' consumption psychology and behavior is as follows:

Based on the analysis of college students' consumption psychology, behavior characteristics and influencing factors, this paper probes into the ways to cultivate and guide college students to establish correct consumption consciousness and improve their consumption ability: the society actively advocates correct consumption concept; School education should carry out consumer moral cognition and moral behavior education related to consumer psychology and behavior; Families should help children get rid of unhealthy and unreasonable consumption habits and behaviors; College students should consciously establish a correct view of consumption.

Keywords college students; Consumer psychology; Consumer behavior; Influencing factors; guide groove

At present, college students' consumption psychology and behavior have their own characteristics and development laws. Through the analysis of college students' consumption psychology and behavior, it is of great significance to solve the problems existing in college students' consumption, cultivate their correct consumption concept, establish their correct consumption consciousness and improve their consumption ability.

First, consumer psychology and consumer behavior

Consumer psychology is the psychological activity in the process of consumption, that is, consumer psychology refers to the psychological activity that occurs when consumers seek, choose, buy, use, evaluate and dispose of products and services related to themselves.

Consumer behavior refers to the behavior process that consumers show when they look for, choose, buy, use, evaluate and dispose of products and services related to themselves.

There are differences and connections between consumer psychology and consumer behavior: consumer psychology describes the psychological activities of consumers, which is implicit; And consumer behavior reflects the external behavior of consumers, which is explicit. At the same time, consumer psychology is the basis of consumer behavior, which dominates the formation and development direction of consumer behavior, and consumer behavior can be inferred according to consumer psychology; Consumer behavior is a process of satisfying consumers' psychological needs and realizing consumers' purchasing motives, reflecting consumers' psychological state and activity process, and analyzing consumers' psychology according to consumer behavior. Consumer psychology dominates consumer behavior, and consumer behavior reflects consumer psychology.

In the process of studying consumer psychology, consumer behavior must be studied, and consumer psychology must also be analyzed in the process of studying consumer behavior, so it is collectively called consumer psychology and behavior.

Second, the consumption items of contemporary college students.

1, basic life study consumption

Including meals and daily necessities. This expense is necessary for college students to maintain and ensure their normal life. Learning expenses are the expenses that college students spend on learning in their daily lives, such as buying books and audio-visual products. This expenditure is an important expenditure in college students' daily life.

2. Travel, Internet access and leisure consumption

Tourism consumption is also an indispensable part of college students' consumption behavior; Buy computers, mobile phones and network cards for consumption; Then there is the consumption of clothing and daily necessities.

3, human feelings, love consumption

Mainly reflected in the spending on love and communication between classmates. It mainly includes students' various dinners, birthday gifts, love consumption and other expenses.

4. Research expenses and investment

Third, the characteristics of college students' consumption psychology and behavior.

1. It is a new trend for college students to diversify their consumption structure and improve their own consumption.

Social development. College students are not satisfied with the consumption of food, clothing, housing and transportation, but pursue spiritual and psychological consumption. Such as interpersonal communication consumption, learning knowledge consumption, entertainment consumption and so on. The diversity of college students' personal needs, the difference of demand intensity and demand level lead to the diversity of consumption in consumption level and consumption quantity.

2. The consumption of college students is dominant and reasonable.

Dominance means that most college students meet their study consumption needs as much as possible on the basis of meeting their living consumption, and the necessary entertainment consumption can adjust their lives. The rationality lies in that most college students can live within their means according to their family income level and actual needs.

3. Personality and fashion pursuit in college students' consumption psychology and behavior.

Contemporary universities pursue self-worth, are quick-thinking, flexible and well-informed. Pursue personalized life and show self-individuality. This kind of consumption psychology and behavior is more manifested in lifestyle and daily necessities. Online consumption. For example, college students' online shopping, novel shopping environment and purchase methods can meet the psychological requirements of pursuing fashion, choose consumption according to their own ideas and fully express themselves.

4. College students' consumption psychology and behavior are irrational.

Conformity, comparison and pursuit of brand fashion are also reflected in college students' consumption psychology and behavior. Many college students spend money just for enjoyment or fashion, not according to their actual needs. The pursuit and satisfaction of material desires and sensory happiness is the goal of happiness and happiness in life.

5. The consumption level of college students is quite different.

The difference of consumption level is mainly influenced by family status. The consumption level of students in wealthy families is high, and individual students are extremely high. Students living in the poverty line are still worried about the cost of living and studying, and consumption is polarized.

There are consumption differences among college students in different regions, families, family structures, genders and grades.

College students come from different regions and families, and the different regional economic development leads to the imbalance of family income, and then the different family structure will also bring about the differences of college students' consumption psychology and behavior; Boys spend a lot on interpersonal communication, while girls care about self-image and other people's impressions, and spend a lot on clothes and clothes. Junior students have just entered the university, and spend more on ensuring normal learning needs and purchasing daily necessities. Senior students are about to graduate and invest more in job hunting, examination, training and material procurement.

6. Imbalance

College students come from different regions and families. The imbalance of regional economic development and industry leads to the imbalance of family income, and the difference of family structure will also lead to the imbalance of college students' consumption psychology.

Fourthly, the causes of college students' bad consumption psychology and behavior are analyzed.

1, social and environmental factors

College students' psychology is not yet fully mature and has plasticity. So they are influenced by social atmosphere or school environment. With the changes of our society, multiculturalism and values coexist, and bad ideas and cultures appear. Diversity and disadvantages of network and media; The traditional consumption concept has been strongly impacted. Bad consumer psychology such as showing off wealth, vanity and self-centeredness breeds.

2. School environmental impact

School education pays attention to knowledge education, but lacks moral education. Make college students' consumption moral concept weak. Bad campus consumption environment, such as unreasonable consumption structure and extravagant consumption compared with others, has also aggravated the psychological problems of college students' bad consumption.

3. The influence of family factors

Parents' own consumption psychology and behavior will exert a subtle influence on their children. Parents have not given enough education and guidance to their children's consumption, and failed to correct unhealthy and unreasonable consumption psychology and behavior in time. College students' financial management ability is not cultivated enough.

4. Personal psychological factors

College students are the main body of consumption, and the problems in their consumption are mainly caused by their own psychological factors.

Did not form a good consumer psychology and behavior habits. Lack of thinking ability and immature personality are the main reasons for poor consumption. This makes college students unable to resist material temptation and misleading from the outside world. As a result, irrational consumer psychological problems such as comparison, conformity and hedonism appear.

Fifth, suggestions to guide college students' consumption psychology and behavior.

1, the society actively advocates a correct view of consumption.

The society should establish a good consumption environment and fashion, purify the consumption environment around the campus, and provide guarantee for the formation of college students' good consumption concept, consumption psychology and consumption behavior. The society can publicize the correct consumer psychology and behavior to college students through the internet, television, newspapers and other media.

2. School education should carry out the education of consumers' moral cognition, moral behavior, moral emotion and moral consciousness related to consumer psychology and behavior.

By offering relevant courses, students can correctly understand the seriousness of the harm of bad consumer psychology and establish a correct consumer psychology. It should be an important content of campus culture construction to form a good consumption atmosphere and cultivate college students' good consumption psychology and behavior.

3. Families should help children to get rid of unhealthy and unreasonable consumption habits and behaviors.

Guide children to spend scientifically and reasonably, form healthy and reasonable consumption psychology, help college students improve their financial management ability and cultivate correct consumption habits.

4. College students should establish a correct view of consumption.