On The Problem Of Contemporary College Students' Consumption Behavior

Consumer Behaviour refers to consumers’ consumption activities and dicision behavior in the process about products and services in oder to satify demand. Along with the social economy development, in the current consumer market, college students in this special consumer groups are being paid more and more attention. At the same time, college students’ consumption behavior of external environment has undergone profound changes, their consumption psychology and consumer behavior has also undergone a fundamental change,It has become an important force to lead the trend of consumption. Therefore, study their consumption behavior, find out the unreasonable factors and predisposing factors, and through social, family and school education to guide students to three-dimensional health consumption, has a very important theoretical and practical significance of continuous progress to promote the comprehensive development of students and society.First of all, the fundamental in finishing the research at home and abroad, starting from the research context of consumer behavior, classifying the thoery resources of consumer behavior from Chinese continent, Taiwan area and Western countries, pointing out the significance of the study lies in training students to form correct outlook on consumption. At the same time, introduced the theory of Maslow’s Demand Thoery, Consumer Behaviors’ Pattern and Consumer Socialization Theory as the basic theoretical study.Secondly, starting with basic theory from consumer behavior research, formulate questionnaire for both college students of consumer behavior of all levels, was issued in two universities in Shanghai and Taipei, carry on statistics is used to collect data on the SPSS software. Through the analysis of the data, describes the present situation of the consumer behavior of college students of the two places from five aspects of origin, consumer economy consumption level, consumption structure, consumption patterns and financial behavior, and gender, family location, whether the only child, parents work and academic dimensions of chi square test significance analysis, draw the similarities and differences exist in the consumer behavior the characteristics and problems of college students of the two places. Their consumption behavior commonness appear diversity of the consumption idea in advance, source of consumption and consumption structure, the difference is mainly reflected in the shopping demand, consumption desire and consumption three aspects. And then find the two college students’ consumption behavior problems, from social, family, school and individual the four factors to analysis university students’ consumption behavior. Finally, aiming at the existing problems and the causes of College Students’ consumption behavior, how to improve the present students’ irrational consumption behavior measures were discussed in this paper, from the school, family and the social three aspects put forward the corresponding countermeasures, Schools should focus on financial education and ideological education to the students, the society should create a good atmosphere and environment of consumption, also play a fundamental role in the family, in order to improve the bad consumption behaviors of college students, promotion effectiveness of College Students’ consumption behavior education.