Invsetigate And Analyse On The University Students' Music Consumption Behavior And Psychology

As a class of social groups, university students had already formed their special characteristics of music consumption under the circumstances of their school music education, social environment and psychological characteristics. They have different music consumption .requirement compared with other consumers. Therefore, carrying out research on university students'music consumption psychology as well as music consumption behavior will be great helpful to find out their music requirement and music fancy and to execute a suitable conduct on their music consumption behavior in order to bring some reliable basis for the music education in colleges and universities.This paper designed a questionnaire including 51 questions. Among 1001 undergraduates from 13 universities in Zhejiang Province, the paper carried out investigation from three aspects, namely, university students'music consumption psychological tendency, music consumption behavior and the attitude upon the music consumption. It resulted that great majority of students prefer to entertainment and buying tool of enjoying music as their main subject. Internet is their main method of getting music Information, while the attraction of musical works is the main factors influencing their decisions to buy music goods. It also showed that there are lager numbers of female students than male students who take part in music activities. Generally speaking, it seems quite rational of the university students'music consumption, which are different from what common people have thought before. Nevertheless, most university students are fond of pop music for they are always in the forefront of the fashion.Meanwhile, the results of this questionnaire also exposed some questions of university students' music consumption behavior. For example, their music consumption behavior is simple influenced by their groups, they have individual features on presuming music consumption behavior, they have been affected most by the consumer attitudes of traditional pragmatism, they have diverse tend about the music consumption, they are longing for fashion music consumption. What's more, there exist some mistakes in their advanced music consumption, un-reasonability of their music consumption structure, and large difference in music consumption expenditure between different individual.According to the questionnaire results, the thesis carried out detailed analysis and discussion about the internal and external factors that influencing the form of music consumption behavior and psychological characteristics of universities students. The author believed that requirement factor, stimulation factor and convergence factor are the internal needs and motives of the university students'music consumption behavior. At the same time, emotion factor also induces the generation of music consumption behavior. However, the external factors like bandwagon effect, around groups and the means of dissemination of mass culture all have certain influence on the students'music consumption psychology and consumption behavior.Finally, on the basis the above analysis, the paper put forward some series of strategies about how to popularizing the music education in colleges and universities in order to guiding the students'music consumption behavior and psychology develop much more health and active.