Student’s Consumer Tendency Empirical Research And Enlightenment

As an ideology, Consumerism spread to China along withChina’s reform and opening, and developed and intensified asChina’s economy became more and more prosperous. This ideologyinevitably affects the college students attitudes ofconsumptions. Without restraint of consumerism has led to a lotof undesirable consuming behaviors, such as conspicuousconsumption and excessive consumption. As the future of countryand nation, it is significant to guide college students toestablish a correct view of consumption. It is no doubt that thetheory about consumerism and researches of college studentsconsuming attitudes gradually becoming warmer and warmer, andthus has become a new hot research point in university sIdeological and Political Education. With respect to theoreticalresearches, empirical researches are empty. Thus it has positiveeffects to do empirical analysis about college student sconsumption tendencies, make further researches and educationabout university students consumer attitudes.This paper is divided into four parts. The first part mainlyintroduces the backgrounds of research, the significance ofresearch, the reason of the choosing topic, the presentsituation of theoretical researches, the innovative points andresearch methods. In the second part of the thesis, the firststep is defining the conceptions that appeared in this paper,and then introduces the relevant statistical methods. The secondstep is summarizing the development of consumerism, discussingthe backgrounds of its emergence and features， pointing out thenature of its ideology, and providing theoretical foundation forthe further researches. The third part of the paper mainly hassomething to do with the empirical studies on consumption tendency. This section firstly points out the unequalconsumerism and consumerism tendency; secondly it designs theinvestigations about college students’ consumption tendencyindex, and then explains the meaning of index design; thirdlyour empirical analysis of the college students’ consumptiontendency proved that they showed stronger consumption tendency.And we also made a survey about the breadth and depth of thecollege students’ consumerism. In this part, by usingstatistical methods, we made a relevant comparison between theirbasic situation, consumption structure, consumption behavior,consumption idea, other factors and college students’consumption tendency; We also made some microscopic measurementabout its transmitted mode and operational mode in collegestudents; At last we summarized the new ideas and problems whichwere found in these empirical researches. The fourth part of thepaper which was based on the previous results and researches, weput forward some practical and microscopic advice which wasconducted on political education of college students’consumption view education. The fifth part is the conclusion. Inthe conclusion we summarized and elaborated all the results inthis thesis.