大学生消费行为和消费心理调查研究--基于广州大学城学生的实证分析

Research on College Students' Consumption Behavior and Psychology--An Empirical Investigation Based on the Students of Guangzhou University City

大学生由于受家庭、学校、社会等因素的影响,会形成自身特有的消费心理和消费行为特征。这些消费特征在一定程度上折射出当代大学生的生活和文化价值取向。通过对广州大学城大学生消费情况的调查研究,发现物质文化消费是大学生消费的基础,情感、符号、网络、休闲等文化消费比例在逐渐提高。但目前大学生消费还存在盲目性、从众性、攀比性等不良倾向,因此为了更好地引导大学生消费,需要营造健康向上的消费文化环境,塑造和强化大学生良好的消费文化意识,通过优秀传统文化教育帮助大学生树立正确的消费观念。

Because of the influence from f amily,school,soc iety and other factors,college students,a special consumer group,form their own unique consumer psychology and consumer behavior characteristics.To a certain extent,college students’consumption status and characteristics can reflect their life status and value orientation.Through an empirical investigation based on the Students of Guangzhou University City,it was found that material consumption is the basis of college students’consumption,and the cultural consumption has become more and more valued,such as emotion,symbols,Internet,recreation and so on.Therefore,to shape and strengthen college students’good sense of culture consumption,it is suggested to try to create a healthy culture consumption environment and help them establish a correct concept of consumption by means of Chinese excellent traditional culture.