Research and Analysis of Undergraduates’ Consumption Behaviors in the New Era



Since 1999 when Chinese government decided to expand undergraduate enrollment, the number of China’s undergraduates has surged. As time passes by and with constant changes and development of social economy, the undergraduate group, as a special group, has been paid extensive attention to by all walks of life. Many behaviors of undergraduates become the research objects. As the “Chosen One” of the new era, contemporary undergraduates are living with the supervision and under the opinions of all walks of life. In the new era, changes constantly take place in undergraduates’ consumption behaviors and influences over them are changing. Hence, it’s especially important to conduct full studies on and analysis of undergraduates’ consumption behaviors. This paper, based on existing domestic theories and the author’s experience, carries out an in-depth exploration of contemporary undergraduates’ consumption behaviors, analyzes their consumption status and features, locates the consumption mistakes, causes and solutions, further illustrates factors influencing undergraduates’ consumption, and identifies their consumption trends, which can effectively instruct undergraduates’ consumption behaviors. At the same time, it can enable university educators, families and the society to grasp undergraduates’ consumption behavior features and development trends in a more accurate way, and help better instruct and educate undergraduates’ consumption.


Contemporary undergraduates; Consumption psychology; Consumption behavior

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