A Study On Southwest University Student Fashion Consumer Identity

With economy developing rapidly, the world status of China rise rapidly. China has undergone unprecedented changes in politic, economy, culture, and society. In particular, people'living conditions are being improved, and consumerism values are also changing. For example, loans to buy a house and a car, buying luxury goods. Consumerism boom is flowing in our society. Therefore, students have been inevitably impacted. They pursue fashionable consumption, highlight the self-personality, and pursue self-worth achieving. We often learn from the media or witness some of the blind pursuit to fashionable consumption, excessive consumption, conspicuous consumption, and other adverse consumer behavior, which bring a heavy financial burden to themselves and their families, and create a bad atmosphere to the university and the community, and even cause crime events. Southwest University is a merger comprehensive university, which are the former Southwest Agricultural University and the Southwest Normal University. In Southwest University, there is rich cultural heritage, and the disciplines are mostly normal professional and agriculture majors. The Southwest University located in the so-called "Chongqing in the garden," Beibei District. Though Beibei District belong Chongqing City, its'business is not very prosperous and shopping is also very few. Therefore the fashion consumer environment is not as good as other main city of Chongqing. Southwestern University students were selected for the survey, which I mainly want to know whether the fashion consumption phenomena of the Southwest University's students is just like what reported in the community. While I want to learn the consumption levels which their fashion consumer identity in.This study reference Sociology, Psychology, social psychology and other related theory. The methods used by the view of literature research, questionnaires, interviews and so on. Through these methods, I analyzed the phenomenon of Southwest University students' fashion consumer identity, and discussed the subjective and objective factors which impact the students'fashion consumer identity, finally analyzed and summarized.This study is divided into four parts:first, the social background and unique environment of study were described. Second, the related theory of fashion consumer identity was briefly introduced and evaluated, including fashion, fashion consumption, identity, consumerism. Then, the theory at home and abroad was introduced, which bring Implications for this study. At the same time, the significance and theoretical basis of this research were referred. Based on above, the designs of the study were proposed, including the purpose of this study, ideas and framework, assumptions and methods. Third, student' fashion consumer identity questionnaires and values of consumerism questionnaires were established. Fourth, the student' fashion consumer identity questionnaires and values of consumerism questionnaires were implemented at the Southwest University, the strength degree of the Southwest University students fashion consumer identity were analyst; demographic variables was not their objective factors significantly, associated with their little influence; also analyzed the southwest University student'degree of intensity values of consumerism; Southwestern University students on the values of consumerism and its fashion relevance of consumer identity and their relationship between various factors were also analyzed. Fifth,. Analysis and discussion. Summarize the data analysis for research, the lack of this study and the direction of further study.