The Penetrating Analysis Of Present-day Collegians' Consumption From The Angle Of Post Modernity

Everyone concerns about consumption. Consumption is a social activity, which connects economy and culture, and is the connation of economic life, cultural life, and social life. This study takes the universities in Fuzhou for example. From the angle of post modernity, basing on the postmodern social theory and the sampling investigation, this study take a research on many aspects of Chinese collegians' consumption. This study describes the overall postmodern consumptive way, means and salience of present-day collegians, analyses the influence factors by the correlativity of the double variables, many variables and partial analysis, and study relatively the consumption of collegians in the angles of modernity and post modernity. On the base of those analyses, the study comes up with the rational sustaining consumption mode. The investigation shows that present collegians have showed initially feature of the post modernity consumption. A few collegians have showed obviously, and this trend is permeating continuously. The collegians' body-consumption, communication-consumption, credit card-consumption, shopping center-consumption, fashion-consumption, and so on, is contrast with the relative rational modernity consumption. The results of the correlativity of variables indicate that the post modernity consumption of collegians is mainly coursed by economic strength, the impact of consumptionistic, the affection of advertisement and joss, the centralization of downtown, practicable of technology and the acceptation of the students themselves. These factors in some extent give rise to the increase of body-consumption cost and communication-consumption cost, the popularization of cultural consumption, and the practicable of advanced consumption. With the impact of consumptionistic, the collegians' consumption lands the sustaining consumption mode in a predicament. The consumptionistic is of the name of happy. Therefore, it is important to found the sustaining consumption mode. The collegians should set up moderate sustaining consumption idea, science financial nation and development-consumption nation by the means of education, propaganda, law and policy. In order to form the rational consumption behavior, the collegians should be guided by the means of opening consumption-education course, enriching the consumption-life of campus, and setting up the way of self-help consumption. This study referred to present-day collegians' consumption from the angle of post modernity is still seldom, and is handily seen. This study makes a projecting try, which opens up the eyeshot for the consumption study from now on. This study will benefit the research of collegians' consumption on theory and practice.