Study On Consumption Phenomenon Of College Students On The Perspective Of Consumption Identification Theory

Enormous changes have happened in the fields of politics, economy, culture and education when the present china is in the important period of society transformation and these changes are especially outstanding in the consumption fields of college students. The foreign consumerism hasaffected the special group------college students in tower of ivory. Although a part of college studentsare not independent of economy, they actually have the consumption psychology of the work crowd. They deviate from what they actually needed and display the bad consumption behavior such as blind expense, advance consumption, flaunting consumption which bring the huge pressure not only to themselves but also to their family, university and society. Unprecedented crisis of consumption morality has appeared and the tradition of thrift culture becomes the scarce quality of college students more and more. College students' consumption phenomenon reflects their life manner and the value orientation to a certain extent and reflects their outlook on the life, the value and the morality from a side. So, it is important to the college students, family, universities and country by studying the college students' consumption phenomenon and focusing on college students' consumption education.This thesis is based on the college students' consumption phenomenon during society transformation. Drawing on theory and viewpoints of sociology, by the fact that document research, questionnaire investigation and interview, the thesis probes into the phenomenon of consumption identification, the cause and the strategies.The thesis includes four parts besides preface. The first part simply introduces relative theory of consumption identification' research perspective including displaying the important concept such as identification, consumption identification, consumerism, symbolic consumption and consumption morality and displays the relation between consumption and identification significantly which is regarded as the design frame of the questionnaire. The second part has an investigation of consumption phenomenon of the college students in Chongqing on the basis of the relation between consumption and identification, gives an analysis of the consumption identification' strong and weak significantly, illustrates the bad performance of consumption identification in their daily life and the bad influence brought to college students'. Part three analyses the major factors affecting college students' consumption identification mainly including consumerism, the value and the same generation community. The last part brings forward the strategies of how to construct the consumption education among college students on the basis of theory and practice home and abroad.