On The Research Of The Self-esteem Influences Female Graduates’ Attitudes About Physical Appearances

China is now in the transformation period from production society to Consumption society. In this context, female graduates, as a special consumer groups have what kinds of consumption behaviors, how the behaviors show, and their attitudes about physical appearances.The main research of this paper is female graduates’level of self-esteem, their attitudes about dealing with the physical appearance and how the level of self-esteem impact physical appearance.This study is belong to the empirical research, using the quantitative (primary) and qualitative (complementary) research method, the research object is female graduate student (not including female doctoral students), in this paper the selection of respondents is from Huazhong university of science and technology (excluding Tongji university campus) full-time female graduate student. Some participants will be extracted as the object of depth interview, to access relevant qualitative material, at last we will form a questionnaire coding, and put survey data into the computer, and make analysis under SPSS software, mainly including descriptive statistics and statistical inference.The results of the study show that, comparing with female undergraduates; female graduates are stronger in consumption. Body consumption becomes the second largest project, only after food consumption. Female graduates’body consumption is various; the focus of female graduates’body consumption is facial consumption and clothing consumption. In the process of consumption, female graduates show the characteristics of rational and perceptual. The status of female graduate’s self-esteem is, self-esteem score is22-40, the mode focuses on30-31points, accounting for29.2%of the total number of investigation. The status of the attitude about physical appearance is, generally positive and satisfactory, and behaves rationally in the treatment of the unhealthy reducing weight and plastic surgery. The relationships of level of self-esteem and the attitude about physical appearance is, the high level female graduates of self-esteem have high content with physical appearance than the low one. They consider that people have positive attitudes about their physical. Because of the physical appearance, they do not feel strongly disorders in social communication, and they are more willing to lose weight. This proof, self-esteem as an important variable, the level can cause different emotion, change the behavior of the individual, higher self-esteem who, because of the high spirits, showed the positive behavior patterns, and lower level of self-esteem were often feel depressed, anxious, then showed the negative mode.