The Research Of College Students' Symbol Consumption Behavior

Nowadays, with the development of social economy and the improvement of people's consumption level, people's consumer attitudes and behaviors have changed. consumption is not only to satisfy people's value-in-use, but also to express their identity, taste, social role and personality. They hope that they are different from others by symbol consumption, so symbol consumption appears in society. college students also have the symbol consumption behaviors.This paper has four main aspects: firstly, this paper introduces the background, meaning, overseas and domestic research status, relevant theory and relevant definitions about symbol consumption, research ideas, research methods and innovation. Secondly, this paper analyzes the performance and way of the college students' symbol consumption, based on the innovation about college students' symbol consumption. College students' symbol consumption is mainly reflected by brand consumption and fashion consumption. This study analyzes the college students' symbol consumption feature from distinct consumption, popular consumption. The third part mainly analyzes the reason of college students' symbol consumption: social environment(the mass media, marketing, peer group), family environment(family economic status and parental consumption concept), the students themselves(self-esteem needs, conformity mentality, individual identity). Finally, the paper analyzed the rationality and irrationality of the college students' symbol consumption behavior.Students' symbol consumption behavior is reasonable, but there are some negative effects in the consumption behavior(materialism, high consumption and unrealistic comparisons). Society and family should guide correctly value on the students' symbol consumption.