Analysis of consumption structure of college students

(1) The consumption structure tends to be diversified, and survival consumption still occupies a dominant position. Food consumption is still the most important consumption, accounting for nearly 60% of total consumer expenditures. Leisure and entertainment consumption and social interaction consumption are growing rapidly. Mobile phones, travel, computers, shopping, and sports have become consumption hot spots for college students. It reflects the current situation of college students going out of campus and having a higher quality of life.

(2) Rational consumption among college students is the mainstream, but there is also a side of irrational consumption. Price and quality are the main factors that attract college students to consume. However, college students have not formed a complete and stable consumption concept and have weak self-control ability. Many consumptions are induced by media propaganda or influenced by classmates around them.

(3) College students pay more attention to fashion consumption. College students stand at the forefront of the times, have a strong thirst for knowledge about new things, like to pursue new trends, keenly grasp the trends of the times, and dare to innovate. Entertainment consumption accounts for a large proportion of all consumption.

3. Analysis on the consumption level of college students

(1) The overall consumption level is on the rise. The consumption of college students is affected by many factors, the most important of which is family income. There is an increasing trend in study consumption, the demand for obtaining certificates has increased, and leisure and entertainment consumption has also become a fashion.

(2) The consumption gap is widening and polarization has emerged. Due to the different levels of economic development and uneven family income levels in various parts of the country, the consumption levels of college students vary greatly.

3. Analysis of factors affecting college students’ consumption

1. Objective factors. As a group in society, the consumption behavior of college students is bound to be affected by the economic environment. Therefore, the consumption outlook of college students is affected by the speed of economic growth. College students do not have a fixed source of income, and their living expenses mainly come from their families. Therefore, the income level of the family has a direct impact on the consumption level of college students. Generally speaking, the higher the family income, the more college students spend. In addition, factors such as commodity prices also affect college students’ consumption.

2. Subjective factors. One is social and cultural factors. With the progress of society, the rapid development of our country's economy, the diversification of consumption concepts, and the emergence of new consumption methods, especially the development and growth of online shopping, have stimulated the consumption demand of college students. The convenience and novelty of online consumption are very attractive to college students who are willing to pursue fashion, and the cost of Internet access constitutes another expense for college students. In addition, with the diversification of media means, the scope of advertising's influence is growing. While advertising brings aesthetic fatigue to the audience, it undoubtedly deepens the impression of the product in the audience's mind. These advertisements play a certain guiding role in the consumption behavior of college students. The advertisements constantly direct the attention of college students to new products and services. The second is family factors. The family is the first place where children receive education, and parents are the first teachers for their children's education. Parents’ consumption habits and consumption concepts will have a subtle impact on their children in their daily lives. Family background makes college students from the same class family have the same trend in consumer psychology and consumption behavior. In addition, most of today's college students are only children. Children are doted on by their parents and the elderly, resulting in over-indulging children and trying to meet their children's material needs. To a certain extent, it is easy to encourage children's unhealthy consumption behaviors. Modern family education pays more attention to the cultivation of moral, intellectual and physical aspects. However, a relatively weak link in family education has always been the cultivation of children's consumption. The third is the school factor. Catalysis of campus consumption atmosphere. Schools are also a medium through which consumption habits and methods spread rapidly. Universities are generally a group of people of the same age, which has a strong attraction to college students. Its group size and value are often used by college students as an important frame of reference for personal behavior. The atmosphere of the surrounding environment of the school as well as various facilities and places have a certain impact on the consumption behavior of college students. The fourth is personal factors.

The most important factor affecting the consumption of college students is the college students themselves. Although college students have received advanced scientific knowledge and have rational thinking, they are still at an immature stage and have not yet formed scientific values ??and outlook on life. Many college students are eager to study in the field of One of the ways to stand out among peers is through distinctive consumption. Moreover, when leaving home to live independently on campus, they lack the concept of financial management and do whatever they want with disposable living expenses. Their consumption views are affected by their own thoughts and psychological factors. Common consumer psychology include herd psychology, difference-seeking psychology, comparison psychology, reality-seeking psychology, etc. The consumption behaviors caused by different consumer psychology have different impacts on consumption levels. Except for the herd mentality and the reality-seeking mentality, the other two psychology are actually based on the desire to express oneself.