The Study Of College Students’ Consumption Values:Questionnaire Development And Research

Based on the Holbrook’s principle of consumption values, this paper define the operational definition of college students’ consumption values as a relative preference of college students for goods. It is the interaction between goods and college students which come form the comparison between different products in special situations. The difinition contains two directions which are external-inner direction and self-others direction. That includes four dimensions, which are economical, social, joyful and altruistic. According to the concept of consumption values, this research developed a questionnaire. And followings are the conclusions from the questionnaire data.1. After inspection, the questionnaire has been proved to have good reliability and validity. The developing process of the questionnaire followed the basic principle of psychology, therefore it can be applied to measure college students’consumption values.2. The structure of college students’ consumption values are divided into5dimensions:the social value, the joyful value, the altruistic value, the economical value, and the quality value.3. The order of the college students’ consumption values score is:the quality value>the altruistic value>the economical value>the joyful value> the social value.4. The college students’consumption values exists significance difference on whether the on-child family or not, family location, grade, household income and monthly expenses. And overall, the college students’consumption values are healthy. 5. By cluster analysis, college students can be divided into4groups, and they have no knowledge of consumption, rational group, selfish group and perfect group.6. This paper gives some suggestion to college students on how to establish healthy consumption values.