A Study On The Phenomenon Of Image Consumption Of Female College Students

With the continuous improvement of people’s living standards and the rising desire for consumption,China has gradually entered the "consumer society".Consumer behavior has begun to occupy the lives of Chinese people,which has become an indispensable content,at the same time,social transformation has led to the continuous change of people’s consumption concept and values.Because their group characteristics are one of the new groups and main forces of consumption in modern society,college students have the characteristics of showing their personality and pursuing themselves,and their consumption behavior and consumption concept are easily influenced by the social environment.The image consumption of female college students is an important part of it.Therefore,the research on the image consumption of female college students from a gender perspective can not only show the consumption concept of female college students,but also reflect the characteristics of the times of consumption.It is of great significance to grasp the consumption trend of consumer groups in the future.This paper constructs a research framework under the guidance of Baudrillard’s consumer society theory.Through a questionnaire survey of 352 college students,in the way of gender comparison,first of all,it starts from three aspects: facial consumption,clothing consumption and fitness molding consumption.To show the basic characteristics of female college students’ image consumption.Then,through the analysis of female college students’ attitude towards the practicability,famous brand,fashion and personality of goods in image consumption,the consumption concept of female college students is summarized.Finally,based on the theory of "symbol system",combined with the data obtained from interviews,this paper explains and analyzes the personal motivation and social reasons of female college students’ image consumption,and fully understands the image consumption of female college students.The study found that,compared with male college students,the image consumption of female college students as a whole presents the characteristics of highconsumption,reflecting the high degree of attention to the image of the outside world,which fundamentally reflects the constraints of the traditional gender concept on the emancipation of women’s mind.The image consumption concept of female college students is more rational,although it expresses the recognition of the symbolic meaning of goods in fashion,personality,identity and so on,but also pays attention to the practicability of goods,considers their own economic conditions,and acts according to their ability.From the perspective of the reasons for the image consumption of female college students,it mainly includes two aspects: the demand for self-identity and the influence of social culture.The demand for self-image,the demand for integration into the group,the demand for self-expression,the role of consumer culture and the role of the media promote their consumption behavior.In this consumption behavior,the attention of female college students to their own image and self-consciousness not only reflects the role of consumer culture in social life,but also reflects that women break through the shackles of traditional gender concept in the new era,pursuing the freedom and equality.