The Study On “Double-budgeting" Consumer Behavior Of College Students Under The Theory Of Symbolic Consumption

Since the Chinese economic reform,the economic developed rapidly.At the same time,the consumption activities become increasingly active.The consumption activities are no longer issues in the economic field,but also an important research content in the social and cultural fields.Under the influence of Western consumer culture,the trend of symbolic consumption is arising in China.College students consumer behavior is unique,and their symbolic consumption performance has been the concerned objects of many scholars.In this context,the concept of “Double-budgeting” consumption provides us with a perspective on the analysis of contemporary consumption behavior of college students.The aim of this study is to explore what kind of “Double-budgeting” consumption strategies adopted by college students.At the same time,compared with other groups that have been studied,we want to know the characteristics of college students.And this study uses the theory of symbolic consumption to explain the reasons for college students to adopt “Double-budgeting” consumption strategy.After interviewing a number of college students,we found that college students in the explicit,communicative consumption,will be more generous,and in the implicit,private consumption is likely to increase their expense.Specifically,college students in the body image,hobbies,social interaction in these three types of explicit consumption are more generous.However,food,daily necessities and other implicit consumption will cut their expense.The detailed strategy is: under the condition of limited economic resources,the money is used to meet some consumer desires,and they reduce or squeeze basic living expenses for food and other things.If they can not meet all the consuming desires,the students will choose some consuming desires but give up part of the consuming desires.Compared with other research groups,the “Double-budgeting” consumption behavior of college students is also different,mainly in the consumer content,the purpose of consumption,motivation and so on.