Sociological Analysis On The Consumerism Related To Undergraduates' Love Affair

Sociological analysis on the consumerism related to undergraduates' love affair --A case study from Jilin UniversityWith the reform and openness to the outside world deeply and gradually and the improvement of economic development, Chinese society gradually show the characteristics of consumerism, and transit to the consumer society. In China's rapidly toward a consumer society in the process of transformation, all kinds of media such as TV, newspaper and Internet in they carry with them the kernel spirit - consumerism to infiltrate campus inside, profoundly affects college students' values. The undergraduate students are not only one of the consumer groups, and in certain extent determine the future China's consumption model. The love consumption is one of university student group daily consumption, university students' love consumption is the comprehensive reflection of investigation and consumption. It is not their personal things, but also in a certain degree is a 'refraction' of the social problems. Therefore, this study selected the love consumption of the undergraduate student as the research object is very important.This study takes related consumption sociological theories as a basis for the use of quantitative and qualitative analysis of the research methods, combining of the contemporary Chinese college students studied and discussed in consumption. This paper firstly made such a basic assumption, the contemporary college students have obvious characteristics of consumerism tendency in the process of the love consumption. Therefore the purpose of this research is to test this fundamental assumption through the research methods, and review the realistic problems and theoretical significance in the inspection process.In the research process, in order to operate the concept of the love consumerism tendency, the author refers to the past consumer sociology research and college student's love consumption and design for six love consumerism tendency index: (1) after love, the consumption increase significantly; (2) the consumption is mainly used for entertainment in love; (3) the students pay more attention to romantic in the process of the love; (4) the advertisement influence students in the process of love obviously; (5) students suffer from festival syndrome; (6) the students pay more attention to the present enjoyment of rather than long-term actual plan in love consumption.Through the full-time undergraduate of Jilin university empirical investigation, the results showed that today's college students suffer from love consumerism tendency. Then the author used the comprehensive research methods and discussed the factors which influence the students'love consumerism tendency. We found that the urban and rural location, only children and family per capita are related to love consumerism tendency from the process of quantitative research, and the author analyzed the love consumerism tendency from five perspectives including identity, culture, face and media.The consumerism tendency led to undergraduate have pitfalls in the process of the love consumption, Such as: Romantic lead to love consumer spending high ; Love consumption structure imbalance, ignored common development; Face sense led blindly grudge phenomenon, regardless of their actual status, etc. So we want to take the necessary measures to overcome this love consumerism tendency, for example, Strengthen the ideological and political education, set up the correct outlook on life and values; Marriage education, set up the science in the romantic ideas; develop the positive consumption education, set scientific consumption concept. Only we take steps to guide university students'love consumption, and make their love consumption positive direction.