Research On College Students' Consumption View By Peer Group Effects And Its Guiding Strategy Under Network Environment

With the further application which rises under the influence of information technology,the online community which combines the attributes of social and e-commerce is increasingly favored by college students.The college students which are a special consumer group play an important role of leading the future social consumption trend.Whether their consumption view and consumption behavior are rational relates to their healthy growth and the effect of ideological and political education in colleges and universities.However,the current literature on online community and the influence mechanism of college students' consumption behavior in the community are limited.With the deep analysis for the network environment the same below effect influence on college students' consumption mechanism,in view of the current college students' network consumption status,this article selects,normal and institute of financial and economics in Hebei province three university students as the research object,in the early literature reading and interviews,on the basis of relevant facts,scientific designing questionnaire,online research platform is used to collect the questionnaire data,Through data analysis,the correlation mechanism between peer group effect and college students' online consumption is clarified.In this paper,the online community is divided into three groups: e-commerce community,social media group and e-commerce direct broadcast room.Based on previous studies,community identity includes four factors: member attachment,group attachment,word-of-mouth sharing and opinion leader,and peer group effect includes demonstration effect and risk-sharing mechanism.Based on the stimulus-organic-response(S-O-R)model,this paper constructs a theoretical model of homogeneity effect and consumption decision making in network environment,and puts forward related hypotheses.In the process of empirical test,SPSS software was used to conduct descriptive statistical analysis,correlation factor analysis and analysis the data collected by the questionnaire,and the hypothesis and model were tested.The following are the results of the survey :(1)community identity in the network environment has a significant positive impact on college students' consumption decisions,but the four factors of community identity have different impacts on purchase intention,among which opinion leaders have the greatest impact,while member attachment has no significant impact on college students' consumption decisions.(2)Community identity in the network environment has a significant positive impact on the demonstration mechanism of peer effect and the risk-sharing mechanism.(3)Peer group effect in the network environment has a positive impact on college students' consumption decisions.Among them,demonstration effect mechanism has a great influence as for the purchase intention of college students,in addition to,there are differences in the influence mechanism.(4)Peer group effect plays a mediating role in the relationship between community identity and college students' consumption decision.In view of the e-commerce community cluster,social media cluster and e-commerce direct broadcast cluster,this paper puts forward the guiding strategy of college students' online consumption from the aspects of the cultivation of college students' healthy consumption concept and ideological and political education.