大学生消费心理调查研究——以吉首大学学生消费为例

An Investigation into College Student's Consumer Psychology——the Students of Jishou University Taken as an Example

大学生是一个特殊的消费群体,他们的消费行为集中反映了当代大学生的生活状态和价值趋向。通过对吉首大学学生消费心理的问卷调查发现,目前的大学生消费水平与其家庭经济条件有直接关系,家庭经济水平高,大学生的消费水平也相应高。大学生消费基本集中在饮食消费、学习消费、通讯消费和娱乐消费等方面。大学生消费行为的基本特点呈现经济来源的多样性和多渠道化,消费方式的现代化与电子化,消费水平的多层次性和差异化,消费结构的多元化与个性化。因此,要树立大学生正确而理性的消费观念,加强大学生消费心理及其行为研究,培养大学生良好的校园消费文化,社会和家庭正确引导大学生的消费行为,重点关注贫困大学生群体的生存消费。

The consumption of college students,a special consumption group,reflects their living standards and values.An investigation of the type of questions and answers was made into the consumer psychology of the students of Jishou University and revealed that the students＇ consuming standards vary because of their different family backgrounds,namely,students of better economic background enjoy higher consumption.Also,the result of the investigation shows that college students spend their money mainly on food,study,social communication and entertainment.Their consumption is characterised by the following： diverse money sources,e-consumption combined with other modern consumptions,consumptions at all levels,and diversified and personalized consumption modes.Therefore,it is suggested that college students be educated to develop a concept of ratioanal consumption;more research be made on college students＇ consumer psychology and consumer behavior;and a good consumption culture be built on campus.Meanwhile,our society and families should take the responsibility of guiding their consumer behavior and show more special concern for the needy college students.