A Study Of Consuming Behaviors Of College Students

Consuming behaviors is defined as a series of behaviors of purchasing, using, valuing products and services for some purposes. Based on a questionnaire survey, this study researched the consuming behaviors of college students, examined the consuming structure, analyzed the eight types of consuming behaviors generated from the factor-analysis, and constructed the consuming model of college students. The results showed, the consuming structure was generally rational, most college students behave well in consumption, different consuming behaviors reflect different consuming mind. In addition, gender, grade, be only-one-son-or -daughter or not, location and income of family all have some effects on their consuming behaviors. And, in which, the latter three factors are comparatively important. According to the research results, this study constructed consuming model of college students, influenced by economic condition, surroundings of growing up, consuming culture and personality, the college students show eight different types of consuming behaviors.