Research On Post-90s Generation College Students’ Consumption Values And Its Guidance

The post-90 s generation college students are outstanding and precious talents and have become a very vital force in today’s society. The issues of their consumption values are closely connected with their all-round personal development into useful people and even more closely linked to our country’s future construction and development. With the rapid social transformation and economic development, the consumption values of post-90 s generation college students are complicated and diverse, formed by the influence of their family, school, society and personal factors. Therefore, the research on post-90 s generation students are of vital importance. Through positive research on the influence of their consumption values on their personal development, the paper digs deep to identify those influential factors, so as to figure out right ways and measures to tackle those issues for these students’ healthy all-round development into talents.The paper has studied with positive research approaches the consumption values of post-90 s generation college students based on an analysis of the survey data of over six hundred such students. Specifically, the paper consists of three parts, namely characteristics of the students’ consumption values, the influence and guidance. The study of the characteristics centers on the goals, means and cognitions of the students’ consumption values. The influence refers to their values’ influence on their personal development into a useful person, and the analysis is conducted in the following aspects, namely, learning, psychology, social interactions and economic conditions. The guidance aims to enhance the students’ all-round personal development into useful people. The paper has reached the following conclusions.First, the characteristics of post-90 s generation college students’ consumption values. The overall characteristic is positivity and rationality. The discussion centers on three aspects. The consumption goals are practical and rational. Post-90 s generation students put different degrees of emphasis on different types of goals, among which, what they value the most is the functional goals, the next is emotional and economical and the last is symbolic. This clearly demonstrates that their consumption goals are more oriented towards the safety, usefulness, quality, as well as after service and reputation of consumer goods than their “symbolic” features. In terms of the means to realize their consumption values, these college students tend to be prudent and practical. More specifically, there are three types, whose order according to the survey data is that the highest score goes to the prudent and practical, followed by the “conservative and traditional”, followed by the “excessive and luxurious”. The figures show that the majority of these college students are rather prudent and practical and oftentimes able to uphold their rational consumption values and avoid either the conservative or the excessive consumption. The third aspect is the consumption value cognitions. Generally speaking, the post-90 s generation college students’ consumption value cognition is positive and scientific. Their cognition of consumption values, outlooks on the world, life, money and happiness are all relatively positive and scientific.Second, the influence of post-90 generation college students’ consumption values on their personal development. Specifically, the discussion will center on such four aspects as learning, psychology, social interaction and economical pressure. The data analysis shows that their consumption values exert the greatest influence on their learning; the next greatest influence is on their social interactions, followed successively by economic conditions and psychology.Third, the factors that influence post-90 generation college students’ consumption values. The influential factors are family, school, mass media and personal factors. Specifically, their own consumption values are under the long-term, formative influence of their family’s consumption behaviors and values. Because of the lack of certain consumption values courses and educational publicity, the school fails to exert a positive influence on its students. The mass media have a great influence on students via an omnipresent online consumption environment. Furthermore, personally, immature consumer psychology, lack of financial management and other factors all influence the students’ consumption values.Fourth, guidance on post-90 s generation college students’ consumption values. The guiding theoretical foundation consists of Marxist consumption values, Marxist theories concerning all-round personal development and instillation theory. There are two goals in the guidance, namely, personal and social levels. The former aims to help promote students’ healthy and all-round development into useful people and the latter aims to enhance harmonious development between individual and society, humanity and nature, and between individuals. In its guidance, the paper upholds the principles of a combination of theory and practice, of human-centeredness, independence choice and positive guidance. And the guidance will be carried out in such aspects as family, school, mass media, and personal factors.