当代女大学生的消费心理探析与引领研究.docVIP

当代女大学生消费心理探析与引领研究在现代社会的消费观念、生活方式、流行时尚的影响下，其消费心理和消费行为相互影响，并形成特有的群体消费心理特征。客观地讲，大学生消费的主流是合理的、科学的、理性的，但不可否认其中也不乏一些不健康的消费心理和消费观，并且大有泛滥的趋势。力图在快速发展背景中，对当代女大学生这一群体的生活价值观念消费心理消费决策和消费行为状况进行调，走进当代大学生的内心深处，分析它所产生的原因，并提出相应的引领对策，积极引导女大学生形成健康合理的消费心理和消费观念消费引领对策消费 The reform and open policy new times, Chinas economy and the social vigorous development, there have been huge changes in peoples lives. The 21st century is a female-dominated era of consumption, the female university students, as a major consumer group, and their consumer psychology, and the way in the event of the dramatic changes. The contemporary female university students would like to highlight the distinct personality, prominence community by showing themselves to achieve self-life value. In modern societys expense idea, the life style, under the popular fashion influence, its expense psychology and the consumer behavior affect mutually, and form the unique characteristics of Group of consumer psychology. Objectively speaking, the university student of mainstream consumer is reasonable, scientific, rational, but there is no denying that there is also some unhealthy views of consumer psychology and consumption, and greatly has the tendency which is in flood. Therefore, we try to fast-growing economy in the context of globalization, on the lives of female university students in this group values, consumer psychology, consumer policy and consumer behavior research into the hearts of the contemporary female university students, analyzes reason which they produce, and proposed corresponding eagerly anticipates the countermeasure, guides the female university student to form the healthy scientific reasonable expense psychology and the expense idea positively. Keywords: contemporary female university student; consumer behavior; eagerly anticipates the countermeasure; expense idea positively 研究背景 改革开放的新时代，我国经济和社会蓬勃发展，人民生活有了巨大的变化。随着社会整体消费水平的显著提高以及居民生活品质的不断提高，人民群众的物质文化需求在日益增长。21世纪是女性主导消费的时代，女大学生作为一个重要消费群体，几年后将成为社会中产阶层的一员，她们的消