Undergraduate Consume Behavior And Affected Factors

As an important activity in market economy, consumption is an eternal topic inhuman society and continuous behavior of each person’s whole life. After convoking18th National Congress, party central committee introduces eight regulations requiringthe party to set an example and practicing frugal and pragmatic morale. Then, it alsobrings out masses-way education and forceful anti-corruption upsurge throughoutcountry, which leads forming atmosphere "ashamed of extravagance and waste, proudof diligence and frugality" in society and putting forward specific consumption habitslike "CD Activity" and so on. On the one hand, college students can’t earn their ownlivings. On the other hand, they have a larger consumer demands. Therefore, they are aspecial consumer group, having different consumer behavior from other social groups.As a result, whether their consumption structure is scientific and behavior is reasonableor not, affects not only to set correct outlook on life, values, and healthy growth, butalso their families’ economic burden problems, even the sustainable development,stability and harmony of our country. So it is very significant to research collegestudents’ consumer behavior and affected factors.Taking four universities’ students in Yuncheng as studying object, and on the basisof combing related literature at home and abroad here designs questionnaire aboutaffected factors of college students’ consumption level. By visiting and open surveyform, we make a comprehensive analysis to current consumption situation of universitystudents in Yuncheng. This paper mainly adopts questionnaire and chart analysismethod. In data processing, this paper respectively adopts SPSS22.0social sciencestatistical software package, stata software and Excel software to clear and analysequestionnaire data.The full text is divided into four parts:Part one is introduction. At first expounding research background significance ofcollege students’ consumer behavior. Then combing related literature about collegestudents’ consumption at home and abroad and once again introducing the researchpurpose and methods by reviewing literature. Finally putting forward the innovationpoint and frame structure of this study.Part two is theoretical basis. On the basis of defining consumption, consumerbehavior and connotation of college students’ consumer behavior, systematically and comprehensive analyse and list the relevant theories of consumer behavior study.Part three: considering individual and family factors of Yuncheng undergraduate,respectively analyzes how deep the influence factors affect expenses on consumption,food, clothing, entertainment and learning. Results show that different affected factorsappears different direction on spending of total consume, food, clothing, entertainmentand study, as well as different level.Part four: from society, university, family and themselves four aspects, putsforward some measures guiding students to establish reasonable consumption value,based on consumption theory and research results.