The Difference Of Consumption Tendency Of Korean Nationality Female College Students And Han Nationality Female College Students

Along with the development of social economy and popularization of multimedia, not only had people’s consumption level been enhanced considerably, but also their consumption concept had been changed. Modern consumption is not for realizing the service value of goods. Consumers purchase a commodity not to meet the material needs. More important is to satisfy their psychological needs, and realize the significance of commodities.As a special social consumption group, the female university students are the important driving force for the social economic progress. Their consumption psychology and behavior both have a lot in common with the mass consumption, and the unique characteristic of college students. The Korean nationality female college students and Han nationality female college students of Yanbian university are the important component of the young consumers of yanji city. Their fashionable consumption concept and consumption patterns lead the fashion of yanji city, even rank forward in the female college students fashion rank of the country. The special geographical environment and humane environment of yanbian area affects the female college students of yanbian university directly. The female college students will follow in the way of life and consumption patterns of Korean nationality when they are living in their strong national culture environment. While Han female college students’ outlook on life and values exert a subtle influence on the Korean nationality female college students. Living in the same cultural background, female college students are forming the same unique psychological characteristics of group consumption slowly.Through the investigation and analysis of Korean nationality female college students and Han nationality female college students’food consumption, learning consumption, image consumption, transportation and communications consumption, love and social consumption, leisure and entertainment consumption, the text compares the consumption tendency of Korean nationality and Han nationality female college students at great length. Both of them have a unreasonable diet structure, moderate transportation and communications consumption and multiple love consumption concept. The difference between them is that, comparing with the Han nationality female college students, the Korean female college students pay more attention to the fashion and image, social intercourse and entertainment. The text also makes rational analysis and reflection on the consumption tendency of Korean nationality and Han nationality female college students, and puts forward the shortcomings of "garish consumption", "luxury consumption", and "blind consumption". Let the college students change the perceptual consumption into "pragmatic", "frugal", "scheming" rational consumption, and establish the reasonable, scientific and healthy consumption. The purpose of the research is to provide the basis for the school to formulate the corresponding consumption education, the government to create a better environment,and the enterprises to execute product research.