北京市大学生消费心理与消费行为的研究

Research on Consumption Psychology and Consumption Behavior of College Students in Beijing

摘要: 大学生是一类特殊的消费群体，他们初入社会并且接纳新事物的能力强，随着社会的发展，其消费心理与消费行为趋向于多样化。本文以北京市大学生作为研究对象，通过问卷调查法与深度访谈法，使用交叉表卡方检验、单因素方差分析和典型相关分析等方法进行研究。结果表明：部分学生购买商品关注的因素较为肤浅，环保观念在购物方面有所欠缺，对于合理消费结构的观念不够清晰，存在冲动消费、重玩乐轻文化消费的情况。存在心安理得、求异、自尊、虚荣的不良消费心理，求名、从众、攀比的不良消费行为。本文最后针对学生存在的问题为学生自身、家庭、学校和社会方面提出了一些建议。

Abstract: College students are a special consumption group. With the development of society, their consump-tion psychology and consumption behavior tend to be diversified. This article takes college students in Beijing as the research object, and uses questionnaire survey method and in-depth interview method, as well as cross-table chi-square test and canonical correlation analysis, to conduct re-search. The results show that some students have bad consumption psychology and consumption behavior problems, such as paying more attention to superficial factors when buying goods, lack of environmental awareness when shopping, impulsive consumption and focusing on entertainment but not cultural consumption, etc. This article finally puts forward suggestions to address the above issues.