An Investigation And Analysis Of The Consumption Concept And Mode Of Art College Students

With the development of economy, people’s living standards and qualities have been increasingly improved. At the same time, people’s consumption concepts have changes a lot. In current consumer market, art college students, as a special consumer group, have been paid more and more attention. Both their tuitions and daily expenditures are higher than common college students’. Not only does it reflect on the art college students’high tuitions, but it also shows many problems, such as burning a hole in their pockets, binge shopping brands, luxuries, and high-level entertainment place. They have different consumptive characteristics compared with other university students and consumer groups. However, they also have a lot in common with other university students. In one hand, they have strong consumer demands; on the other hand, they are not so economically independent that their living costs have been greatly restricted. In other words, their consumption, in a certain degree, has been controlled.This thesis mainly revolves around the consumption status of art college student. From the literature review, we find out that scholars have made direct study on non-art college students. But it is rare to talk about art college students’consumption status. And the research, close to our teachers’practical need, feasible and concrete consumption status study, is scarce. This thesis is aimed at the art students’consumption concept and attitude, consumption level, consumption structure, consumption patterns and other aspects of the existing problems, which finally finds out the relevant reasons and forms a set of practical countermeasures.The results indicate that different grades, different students and different genders have significant difference in consumption. Although, on the whole, their consumption is more rational, it has its special side. Therefore, the art students’consumption concept also has a lot of problems. To begin with, art students, most of them, do not have the right concept of consumption. As art students have more opportunities to contact the society, their lives have two sides between the school and the society. As a result, they can get not only the influence by school students, but also by social consumption behavior. So their consumption attitude tends to be affected by external factors, occurring conformity consumption or passive consumption phenomenon. At the same time, their consumption budget will be greatly beyond expectation, overall consumption level high. Secondly, there exists a bad consumption phenomenon. Art students have more business and other social activities. So they are excessive pursuit of fashion and famous brand, which makes them appear a bad phenomenon of catching up with the Joneses, vanity consumerism, hedonic consumption and others. Thirdly, art students exists a polarization phenomenon in consumption. Compared the rich students with the poor students in consumption standards, we can discover that there exists a distinctive phenomenon of polarization.To sum up, art students, as an important part of the consumer groups, they have a higher education, high artistic ability, a high level of consumption. But they are so lack of social experience that they can’t refuse the adverse factors from our society. Therefore, what they show in consumer behavior is not reasonable. It is necessary for us to make a reasonable and scientific analysis on art college students’consumption, so as to guide them to consume correctly.