The Research On Undergraduate's Self-Concept And Consumption Behavior

Self-concept is the individual's perception of his/her own person achieved by regarding himself/herself as an objective target. It is the profound personality factor exerting influence on the individual's behavior, can prompts people's self -concept agree with his own behaviors. Consumers' Self-concept, "taking himself instead of something else as the subject, the general opinion and feelings about himself " which a individual has as the particular role of a consumer, is extension in micro aspect and development in depth of the study of self-concept, which influences and determines a consumer's consumption psychology and consumption behavior.Since the past two decades, as to self-concept, the domestic scholars have carried our quite extensive studies, which have always been confined to the significance of pure development. However, self-concept has been taken as one of the core subjects of the research concerning consumption behaviors in Western countries since the 1950s. In the study, by means of combining theories and practice, after carefully collecting and organization relevant Western documentary resources to consumers' self-concept and consumption behaviors, this paper build a theoretical bridge between the two. The paper generalizes the developing course and the research route of consumers' self-concept and behavior, deeply analyses their general mode and illustrates the interaction between them. Besides, on the grounds of the currently existent results of study in this respect, the paper construct the structure mode of modern undergraduate consumers' self-concept, and accordingly make a corresponding tool for carrying out the research, namely, "Undergraduate Consumer Self-Concept Scale" and "Undergraduate Consumption Behavior Questionnaire ". In the substantial study, 630 undergraduates are chosen as the "convenience samples" to conduct the research. Through organizing and analyzing the data of the survey and the materials of the interviews, the primary assumption of the paper has been full verified.The research conclusions in the study can not only help educators devoted to high education further recognize and understand the basic characteristics of undergraduates' consumption behaviors and therefore offer according appropriate guidance. What's more, it provides valuable references to related enterprises when they are planning to perform marketing activities to undergraduates.