The Research On The Status And Influential Factors Of Female Graduates’ Body Consumption

The body consumption of female-graduate will be the object of the article.Based on the gender perspective, we conduct empirical research of consumption status and influencing factors about the female graduate. We have investigated259female graduates who study at Lanzhou University and have to analyze the data which are from the questionnaire. The conclusion shows that the structure of the body consumption of the female-graduate is imbalance. The female-graduate pay more attention to the quality and service of production, when they buy the production of body consumption. They have the brand tendency and are vulnerable to be influenced by peer group. They hold opinion that the body consumption will enhance their self-confidence and charm, and they pay more attention on the fashion and identity feeling that the product shows. In order to study the influence factors of body consumption of female graduates, we construct a regression model. The conclusion shows that these background variables of the grades and monthly living expenses of the female graduate have influence to the level of their body consumption. Advertising media attention and the independent concisions and the pressure feeling of external image affect the level of the body consumption of female graduate.