The Influence Of Social Media Use On College Students’ Irrational Consumption Behavior

Social media is accompanied by Internet technology.With the popularity of social media,people’s cognition and behavior are also imperceptibly affected.It provides a colorful entertainment space for people,but also promotes the spread of consumer culture among college students’ groups.If it is not corrected in time,the money-worshiping,hedonism and consumerism born with it will continue to corrupt the thoughts of college students,which is very dangerous for both individuals and society.Therefore,it is urgent to clarify the influence of social media use on the irrational consumption behavior of college students.It is found that in the process of using social media,online bloggers influence college students’ consumption behaviors by depicting the life scenes they aspire to,capturing their trust,creating false feelings of saving,and exaggerating the value of goods;social media creates more convenient conditions for social comparison.When making upward social comparisons with others who perform better than themselves,some college students consume for the purpose of selfcompensation;some of them consume in imitation of others who wish to get closer to those who are better than them.When college students make parallel social comparisons with individuals with similar abilities,views or situations,they tend to anticipate their future income optimistically and thus are prone to overspending;and the inducing information in social media will also constantly stimulate and amplify the potential consumption needs and contribute to their irrational consumption behaviorThis paper mainly adopts the idea of qualitative research.The study sample was obtained by snowball sampling and in-depth interviews were conducted with the study sample.On the basis of this,conclusions are drawn.It is the significance of this paper to help college students recognize the negative effects of social media and improve media literacy;Establishing a correct view of consumption and consumption behavior;and to promote the formation of a social culture of saving and opposing waste.