Analysis Of Factors Affecting The Consumer Behavior Of College Students

Consumption is an eternal topic of human society. Consuming behavior is not only an economic activity, but also a kind of social activity. It is significant. The college students are very important to the future developments. Their consumer psychology, ideas on consumption and ways of spending will have an effect on future lifestyle, socioeconomic development. So studying the college student's consuming behavior is far-reaching. By using books, questionnaire and interview, I collected data. By using frequency analysis, correlation analysis, factor analysis, reliability analysis and structural equation analysis, I analyzed the material. There are four chapters.ChapterⅠdeals with the topics of the significance of the research, correlational research at home and abroad, the study method.ChapterⅡgeneralizes the information of the sample by frequency analysis, and summarizes the consuming situation of the students who come from the MinZu University of China from the consumption level, the consumption structure, consumer psychology and idea, the way of consumption.ChapterⅢmakes clear the factors which affect the consumption level of college students, consumer psychology and the concept of consumption, the way of consumption by using correlation analysis, factor analysis, reliability analysis and structural equation analysis The results showed: the average annual income of the family, the father occupation, father education, whether is the only child , the location of family are have impact on level of consumption, consumer psychology, the concept of consumption, the way of spending.ChapterⅣanalyses the qualitative data which from interviews ,and make clear the relationship between the consuming behavior and identity, culture, social relations, fashion, conspicuous consumption.Overall, the consuming behavior of the students from survey points are rational. High-consumption, conspicuous consumption, such as the phenomenon of irrational consumption is only an isolated phenomenon. In addition, it is clear that family factors affect consuming behavior heavily.