Sociological Analysis Of Female College Students’ Body Consumption Under Network Consumption Environment

As a general public event, the act of consumption represents one of the necessary economic activities in our lives. From the perspective of the economy, it is essentially a process of pursuing utility maximization for material and spiritual life from consumers, obtaining quality goods with fair prices by transaction; From the sight of the sociology, it is a process of establishing personal values, achieving cultural and group classification and promoting social reproduction. The expense on body is an important part of consumption, containing crucial social philosophy and cultural basis. Starting with consumption sociology and body sociology,this thesis mainly researches the nature and content of body expense. Based on the network consumption environment, it further analyzes the social and cultural meaning behind their consumption behavior, taking female college students as subject.Female college students’ body consumption covers many projects, mainly including routine maintenance for the face, physique shaping, and body decorations. Their consumption behavior is affected by many factors like economic capacity, self-identity, idol effect, evaluation of peer groups, and network consumption environment, they act both rational consumption mainly.While their irrational consumption shows they often distort the true meaning of beauty,they search for a beautiful body without understanding the real connotation of health beauty, so they might do conspicuous consumption and excessive consumption for so-called beauty. To address this problem, this thesis researches the contained psychological and cultural conception,hoping to guide the female college students to establish a scientific and rational body consumption awareness, and improve their understanding of real beauty, thus promoting they achieve internal and external beauty. Main quantitative method and supplemented qualitative analysis methods are used in the research, sociology theory and field research are used to understand the current status of female college students’ body consumption. Based on the research results, the defects and problems are explored and corresponding solution strategies are came up with to better expand the current academic theoretical results and provide some meager reference and guidance for practical work.Through the observation of the contemporary network consumption environment, this thesis starts from “aesthetics” for body beauty, explores the influence factor like campus culture,female groups and social environment, and further argues that the essential reason for femalecollege students’ body consumption, that is, they are restricted by the body beauty connotation,and their consumption shows a convergence and diverse characteristics. This would show significant value to build correct aesthetic view of consumption for female college students.