Research On The Influence Of College Students' Identity On Consumption Behavior

With the development of economy and the progress of society,people's consumption behaviors,including consumption level and consumption structure,also have great changes.Among these changes in consumer consumption behaviors,college students' consumption behaviors are the most typical.In particular,not only are the consumption behaviors of college students with different identities different,but also their consumption level and consumption structure are deeply influenced by the Internet marketing model.This paper studies the influence of college students' status on consumption behavior from two aspects of daily consumption and online consumption on the Internet,mainly the influence of consumption level and consumption structure.It not only further confirms the theory of consumption behavior in economic theory,but also provides some case materials for the research on the change of consumption behavior in the Internet era.Starting from the basic consumption theory of economics,this paper firstly conducts a survey on college students in henan province by issuing questionnaires online and offline,and obtains the basic consumption information data of college students.Then SPSS.25 statistical software package is used to analyze and process the data of the questionnaire.Among them,the data were analyzed by difference analysis method.At the same time,the research on the status of college students' consumption is divided into two parts: the analysis of college students' daily consumption behavior,including the analysis of college students' daily consumption level,daily consumption structure and consumption preference;Analysis of college students' online consumption behavior,including online consumption level,online consumption structure and online consumption preference.Secondly,this paper USES the ordered logistic regression model,independent sample T test,single factor ANOVA test and linear regression model of SPSS software to empirically analyze the influence of college students' identity on college students' consumption behavior,and tries to explore the possible influence of various identities in the consumption process.In the empirical analysis,this paper puts forward a simple hypothesis based on the results of the investigation and research,especially the fact that college students' consumption is distributed in a dissimilar way.Similarly,in online consumption,the influence of grade and gender is positive,while that of major,household registration and only child is negative.The following empirical analysis confirms that college students' consumption level is positively affected by grade and negatively affected by household registration,but it is not strongly correlated with college students' gender,major and whether they are the only child.The higher the grade,the higher the consumption level of college students,urban college students than rural college students higher consumption level.As for online consumption,the analysis shows that the consumption level is negatively affected by the household registration of college students and the only child,but not strongly correlated with gender,grade and major.However,there is a negative linear correlation between college students' online consumption level and whether they are the only child or not.There is a certain correlation between college students' online consumption level and their household registration.The average monthly online consumption level of rural college students is lower than that of urban college students.All in all,the analysis shows that the consumption structure of college students is influenced to some extent by college students' grade,major,only child,household registration and gender.The results of the survey show that in the context of the development of Internet finance,college students have stronger and more diversified consumption needs and present prejudice against consumption.The research of this paper provides some facts support for the research of future consumption behavior.Of course,there are some shortcomings in this paper.The design of the questionnaire is not comprehensive enough in terms of scientific planning and layout,and other factors affecting college students' consumption behaviors cannot be analyzed in detail.Some questions are designed without paying attention to whether the answer is the possibility of the real situation.The purpose of this study is to make a small contribution to the research of consumption behavior on college students' consumption,and to introduce some valuable information on the influence of online consumption.