Study On The Influence Of Different Pressure Levels On College Students’ Conformity Consumption Behavior Under The Condition Of Internal And External Pressure Sources

As one of the main forms of college students’ consumption behavior,conformity consumption behavior has become a hot topic in consumer psychology and social psychology research in recent years.Existing research on college students’ characteristics of subject and object in conformity consumer behavior on the psychological mechanism of the occurrence and development of conformity behavior has more depth and achieved rich results,but as an individual conformity psychological factors of consumer behavior,different pressure levels on their specific differences influence consumer behavior is still needs to be discussed.In addition,the main research direction of this study is whether the internal and external pressure sources generated by its pressure also have a certain influence on the production of its conformity consumption behavior.The research is based on the influence of different pressure levels on college students’ conformity consumption behavior under the condition of internal and external pressure sources.Three experimental studies were conducted by questionnaire.The first study explored whether different pressure levels would influence the specific conformity consumption behaviors of the subjects under the direct external group pressure.The second study mainly studied whether the pressure level of the subjects in the endogenous pressure environment would affect their tendency of conformity consumption behavior.The third study investigated whether there were differences in conformity consumption behaviors caused by different pressure sources under the same pressure level.The conclusion are the following several aspects:(1)different stress levels have significantly different influences on college students’ conformity consumption behavior,which increases significantly with the increase of stress level.(2)in the context of exogenous pressure,the relationship between college students and external pressure groups will significantly affect theirstress level,and thus affect their herd consumption behavior.The closer the relationship between college students and pressure providers is,the higher the stress level will be,which will significantly increase the incidence and frequency of their conformity behaviors and present a positive correlation.(3)under the condition of endogenous pressure environment,the higher the pressure level of college students themselves,the higher the incidence of their conformity consumption behavior,and there is a positive correlation between the pressure level and conformity consumption behavior.(4)at the same level of pressure,the internal and external pressure sources have a low impact on their conformity consumption behavior,and there is no significant difference between the two.