当代大学生消费状况及消费心理再探

A Further Exploration on the Consumption and Consuming Psychology of Contemporary College Students

当代大学生消费结构比较复杂,主要有如下特点:以生活和学习消费为主;消费水平高但个体差异大;消费追求新潮时尚;人际交往消费成为消费的重要途径;从务实型消费向享受型消费发展;消费水平逐年增高。因受追求时尚、趋同和求异、价高物美、炫耀、攀比、模仿、享乐和发泄等心理的影响,在大学生中存在着诸如消费盲目和随意、消费结构不合理、消费过高浪费严重、消费脱离实际超前消费等误区,为此,应对他们进行正确的消费指导,使其做到科学合理消费。

This paper analyzes the consumption of college students, as well as their psychological and consuming behavior. The consumption structure of contemporary college students is complex but of consumer - oriented life and learning. Their consumption level is high, but differs greatly between individuals. Their consumption mainly includes the pursuit of trendy fashion and interpersonal consuming, which has developed to a kind of enjoyment from that of pragmatism. Meanwhile, their consumption level increases year after year. All these are impacted by the psycholog- ical factors such as the pursuit of fashion, conVergence and difference, high prices and good quality, showing- off, comparing unrealistically, imitation, enjoyment, and giving vent to discontent. With their consumption being a little blind, arbitrary, irrational, excessive, and wasteful, we should offer the right guidance, as well as better solutions, for the college students.