大学生的消费行为与身份认同——以沈阳市SN大学为例.pdfVIP

the Consumer Behavior and the Identity Crisis of College students Abstract At the end of last century, the society of our country began to make the transition in the society specializing in Institutional change，and this transition will inevitability cause the changes in Ideas, values, codes of conduct and Other respects. College students, as a colony that has change nature, pluralism and plasticity very much, their cognition, emotion and psychology have not reached maturity yet. This violent transition brings college students for not only opportunities, also puzzled and challenge. In this context, there is a theoretical and practical significance of the problem to study whether and how the identity of the university students changed. In this paper, the writer has the researching of the identity of college students through having the in-depth interviews with the college students from the consumer activity in day-to-day act of the most common perspective. The selection of this perspective is not only because of the universality of consumer behavior, but more important because of there is a typical framework of sociological analysis and interpretation of the consumption and the identity. Consumer behavior as an important means to build and maintain the identity expresses the construction and the admission of identity which restricts consumer behavior. In this paper, SN University in Shenyang as an example, with the in-depth interviews with many college students, the writer analyzes the identity of the contemporary college students and the causes, the impact and consequences of it on the ba