The Sociological Research On The Current Situation And Development Trend Of College Students' Consumer Behavior

College students who are at a crucial stage of individual socialization have become a special and important component of the social consumer group. For the college students, many consumption problems happened because of the conflict between their advanced consumer attitude and hysteretic consumption ability. Under this condition, it is significant for us to guide them consume reasonable and promote them all-round developed by an accurate grasp of the students' consumer behavior and development trends.Using the related sociological theories and research methods, this study conducted a questionnaire survey by rigorous random sampling to collect information. Based on the current status of college students'consume behaviors, this study analyzed some factors which can impact college students' consume behaviors, concluded the trend of college students' consume behaviors, and gave some advices on how to guide college students' rational consumption.Firstly, this study described the current status of college students'consumer behavior from the level, the structure, and the pattern. From this investigation, we can get the conclusion that college students have moderate level of consumption on the overall, although that influenced by the difference on gender, hometown and other factors; the diversity of consumption structure is also affected by gender, hometown, grades and other factors; for more and more students would like to choose new forms of consumption, students'consumer patterns lack of proper planning, although it became more mature than before. Secondly, the paper discussed the impact factors of college students'consumer behavior from micro-macro perspective, such as individual differences, reference groups, families. Thirdly, this study made specific analysis about the development trends from three aspects, polarize of the consumer level, changes in consumption structure, and the psychology of pursue new fashion and new trends of consumption style. Finally, based on the above conclusions, this study analyzed the importance and irrationality of the students'consumer characteristics and gave suggestions on how to guide the rational consumption of college students from four aspects:the family, the school, the society and the individual themselves. At the same time, this study suggests the college school should help the college students build up a good consumer value by constructing the campus culture, setting public courses, expanding the sources of College students, and working together with the family.