大学生网上订餐消费行为研究.docVIP

PAGE PAGE 27 大学生网上订餐消费行为研究——以工商大学为例 摘要：本文以浙江工商大学为例，对150名在校大学生网上订餐消费行为进行研究，收集了一系列有效数据，对大学生群体网上订餐的现状、影响大学生网上订餐的因素以及大学生网上订餐消费行为特征进行分析，发现大学生存在严重的非理性消费行为，主要表现在过度选购、持续选购、不合理搭配、不规律饮食时间、订餐时间管理缺陷、等餐时间肆意浪费、缺乏锻炼以及攀比性消费、从众性消费、炫耀性消费。本研究在消费异化理论的基础上对大学生的非理性消费行为进行分析，建议大学生理性消费与适当享受相结合、杜绝消费社会的攀比炫耀心理、杜绝“符号化”的消费行为认知、重视精神消费的幸福感、树立健康生活的理念以社会及建立正确的消费舆论导向从而引导大学生树立正确的消费观念与健康的生活态度。 关键词：大学生网上订餐消费行为非理性消费消费异化 Study on the consumption behavior of college students online meal ordering——Take Zhejiang Gongshang University as an example Abstract: This study takes Zhejiang Gongshang University as an example, research 150 college students online meal ordering consumer behavior，a series of effective data were collected. Analysis of the status of college students online ordering, affecting college students online ordering of factors and college students online ordering consumer behavior characteristics. It is found that college students have serious irrational consumption behavior, mainly in the excessive purchase, continue to buy, collocation is reasonable, not regular diet time, the ordering of time management defects, such as meal time wanton waste, lack of exercise and competition of consumption, conformable consumption, show off consumption. The study on the consumption alienation theory based on College Students irrational consumer behavior analysis, proposed college students rational consumption and enjoy it appropriate combination, put an end to the consumer society comparisons showing off, put an end to symbol of the consumption behavior of the cognitive and attention to spiritual consumption of well-being, establish healthy life philosophy to society and establish a correct consumption guidance of public opinion to guide college students to establish a correct concept of consumption and a healthy attitude to life. Keywords: College students online meal ordering,Consumer behavior, Irrational consumption, Consumption Alienation 一、 引言 (一) 研究背景 随着网络技术的不断发展，互联网正不断渗透至生活的方方面面。线上线下的隔阂被打通，轻松的点击鼠标或屏