The Study Of College Students Consumption Values In Network

As a new shopping style, on-line shopping has more advantages than traditionalshopping style which removes obstacles of time, place and politician and improves thequality and quantity of shopping with the popularity of computer. However, collegestudents as a new consumer group which are easy to accept new idea and pursuefashion have become the main consumption in on-line shopping, but also are the mostrepresentative family of target customers in the network.College’s life is an important stage of the formation of youth values, meanwhilethe consumption values of the network is an important component of values. Studentsconsumption values is a multi-level and multi-dimensional psychological structure, thecorrect network consumption value can help students to grow up healthy, keep mentalhealthy, get full development and so on.In this paper, we survey the students from Hunan University with the self-madeopen-ended questionnaires and interviews from September to December in2010.According to analyzing some a consumer groups to understand the basic attitude andevaluation on the network consumption, we can find the corresponding consumervalues and culture, at the recognize and judgment of consumer behavior and value, thestudents share this view about consumptions in network and think it can bring acopious consumer products; at the fundamental consumer psychology in network,traditional consumption of "conservation"-oriented is still dominate and lay particularstress on “adult mould” consumer psychology on internet; at the evaluation ofconsumptions in network, it is universally acknowledged that has good prospects forconsumptions in network and so on. But the results show some students have sometrouble in network consumption values, such as they have a tendency toward personalappetency and carnal ambition values of consumptions in network, take over it andshift their psychological dependence and the consumption ethics lack sense or thepower to reason, as a result of the influence of consumerism values and the samegeneration, the lack of education about values of consumptions in network, the rightleading of family education and individual consumer psychology.According to the significance of ideological and political education, this paperreflects the status of education on the values of network consumption and gives someadvices about how to get the correct values of the measures of network consumption in university students with the results of questionnaires and interviews. Universities,educators, families and every student should construct a reasonable consumer values innetwork closely together to make the consumer behavior of college students limited ina certain area which is beneficial to harmonious development for the people and cansupport by social and natural.