Theoretical Analysis Of College Students' Pursuit Of Fashion Consumption

Fashion, which is the fashion of the times, is a popular ethos and hobby in a certain class or a group in a particular period. It is a group of psychological states, and its members can achieve full physical and mental satisfaction by pursuing a certain thing.

To a certain extent, fashion is a social order imposed on people. Fashion is fast changing and accidental.

Gao Lina and Guo Yajuan from the Zhou Enlai Administration School of management of Nankai University think that fashion consumption is essentially a symbol consumption, and symbolic consumption is a kind of social behavior that mainly consumes the value of commodity symbols.

Although the use value still exists, fashion value instead of use value becomes the most important yardstick of consumer value.

The reason is, as Zhang Dan of the Marx School of philosophy of Jilin University thinks: in modern society,

However, after all, college students are a relatively special social group. This particularity is mainly reflected in the fact that most of them are pure consumers. The source of the economy is mainly dependent on their families. However, their consumption is influenced by many factors. For themselves, there is an unreasonable consumption phenomenon.

The author believes that the analysis of the fashion consumption of the college students can not be generalized simply because of the definition of this kind of particularity. On the contrary, the research on this aspect should use a comprehensive perspective to analyze a variety of possible influencing factors, so as to truly grasp the characteristics of contemporary college students' pursuit of fashion consumption, and then facilitate further research.

First, the basic characteristics of College Students' consumption.

As mentioned above, college students are a special consumer - because of their high quality,

(1) irrational consumption.

Although more emphasis is placed on the concept of rational people in economic theory, in real life, especially for college students who are still in a growing stage, the general view of the society is that their consumption psychology is slightly irrational in most cases.

The formation of this view is not accidental. On the contrary, it is a kind of unscientific or unreasonable consumption behavior, which is influenced by multiple factors such as the social status of college students, the support of family environment and their own world outlook.

According to a survey from Sina, it is not difficult to find that although college students are independent adults with legal significance, because of stable sources of funds from families and schools, the possibility of considering price factors in consumption is less likely.

According to the author's random survey in a university, it is found that less than 20% of college students plan for their own consumption behavior. In other words, quite a few college students do not have a purposeful consumption plan.

This is also an important reason for the phenomenon of blind comparisons among college students.

(two)

In terms of image consumption, brand is a necessary condition for fashion consumption of college students. Almost all consumption related to brand is within the scope of fashion consumption.

In particular, brand clothing and brand cosmetics, etc., in terms of diet and consumption, the choice of diet brand and catering environment is an important consideration for university students to choose.

A larger proportion; in terms of learning and consumption, the influence of textual research and the fever of going abroad has made a large proportion of college students invest a lot of time and money in these areas in order to obtain certain certificates or abroad achievements. In the aspect of entertainment and entertainment, more and more gymnasiums, sports clubs or Sports Hobbies associations attract more and more students to invest in equipment and other aspects. Because these aspects of consumption tend to show consumers' taste and status, especially for college students, this kind of consumption has its unique attraction. In terms of durable consumer goods, fashionable consumption is mainly embodied in electronic digital products. This is also a modern electronic product. These products are representative of fashion consumption in terms of quality, shape and popularity. Similarly, they will enter the high-grade restaurants as a symbol and embodiment of their status and status, and occupy them in their consumption.

Two. The fashion pursuit of college students from the perspective of human behavior.

Marshall once said: economics is a study of wealth, and it is also a study of human knowledge.

Based on the analysis of the characteristics of the above practical significance, theoretical analysis can be defined as generalizations and summaries of phenomena.

However, in the view of economic theory, the existence of economic man in the rational hypothesis is more of a theoretical concept. The perfect rational hypothesis is obviously contrary to reality, and human behavior is more characterized by "bounded rationality".

(1) the introduction of "bounded rationality" in the analysis of human behavior.

Simon, who first put forward the concept of "bounded rationality", believes that man pursues rationality in subjectively, but can only do this on the wired level, while bounded rationality refers to the rational choice of decision makers' limitations in cognition, including the limitations of two aspects of knowledge and computing power. It is very concerned about how the actual side process ultimately influences decisions.

At the same time, when it is impossible to deal with all the information needed to maximize, it is not the pursuit of maximization but the pursuit of "satisfaction" for enterprises and consumers, such as trying to achieve acceptable minimum goals.

To some extent, the reasons for the emergence of bounded rationality can be summarized as two aspects: internal constraints and external constraints.

From the perspective of internal constraints, because of the limited information processing power of human brain, this fact restricts people's rational level. That is to say, even if we can get information on all demand functions and production functions now or in the future, the brain will not be able to fully understand these information; because of the external constraints, the rationality and rationality of the new classical model can not exist because the rationality of human choice is limited by external factors such as incomplete information and uncertainty.

It is not difficult to find that in addition to neo classical rational behavior, human behavior has many semi rational or irrational behaviors.

The pure rational maximizing person probably will only do so when the norms or rules followed are in conformity with his or her own interests.

(two) theoretical analysis of College Students' pursuit of fashion consumption.

In theoretical analysis of behavior, it is easy to explain and explain behavior patterns in most situations.

Due to the common sense of happiness, a graph is a diagram of happiness and wealth. But now that college students generally have relatively stable sources of funds, the use of "fashion" instead of "wealth" is a measure of the number of happiness that contemporary college students pursue for fashion consumption.

To some extent, rationality is an important factor to explain human behavior. Behavioral economists use psychological experiments to prove that rational behavior is not the only way of behavior. Emotional behavior, impulse behavior, herd behavior and other irrational behaviors are ubiquitous.

On the basis of introducing the theory of bounded rationality in behavioral economics, it is more simple and clear to analyze why college students are more inclined to pursue a fashionable consumption.

We know that the issue of behavior must be triggered by a certain purpose.

The pursuit of fashion for college students, no matter how irrational or pluralistic it is, is that their ultimate goal is to achieve their own sense of happiness, otherwise their consumption behavior will be terminated.

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If we classify the consumption behavior of college students, we can divide them into habitual buying, economic buying, rational buying and other buying.

However, because of the fixity and rationality of the first three consumption patterns, the consumption mode that can increase happiness to a large extent and has greater utility is mainly based on other purchase types.

Therefore, it is not difficult to find out that the reason why contemporary college students pursue fashion is deeper and deeper. The reason is that an intrinsic and extrinsic effect on College Students' happiness needs to rise. At the same time, this kind of effect makes students spend more time and money in fashion consumption, but they still fail to reach the M value of fashion consumer goods. It can not really make it difficult to get rid of the positive correlation between happiness and fashion in consumption.

At the same time, because "on the stage of social process, the system and human behavior complement each other and contrast with each other forever", we need to use external institutional constraints to reduce the stimulating effect of external environment. At the same time, we try to use the smallest cost to affect its internal psychological factors, so that contemporary college students can easily achieve the position of M value and reduce unnecessary irrational consumption behavior in the consumption process. Only in this way can we help students to establish a correct world outlook, outlook on life and values.

Three, problem solving

As mentioned above, the solution to such problems requires more constraints from external environment, which can be carried out in the following aspects.

(1) schools.

The university has always been the most exposed place for college students. Therefore, it is necessary for the school to strengthen the education of students' consumption concept in view of the phenomenon of excessive consumption, high consumption and advanced consumption among college students. It advocates healthy and rational consumption mode, optimizes the consumption environment of the campus, and creates the conditions for healthy consumption.

In addition, the school also needs to carry out ideological education for college students, leading the college students to develop the ideology of thrift and hard struggle with the correct world outlook, outlook on life and values, and enhance their financial management ability.

At the same time, schools can also carry out work study programs to enhance students' awareness of independent life.

(two) social aspects.

The influence of social factors often causes their behavior to be unstable and blind. Therefore, we can create a healthy social consumption environment through the mass media such as the Internet, newspapers and periodicals, and encourage and instille the correct consumption concept for college students, and reject unscientific and unreasonable consumption behavior.

(three) family.

Although college students have already belonged to adults, this does not mean the end of family education. On the contrary, the importance of family education is more prominent.

Parents should not only provide funds for their children, but also really grasp their consumption situation, and correct their unhealthy consumption behavior in time. Otherwise, they will not be conducive to the growth and future development of college students.

(four) college students themselves.

As a special group of society, we should clearly understand our historical mission and responsibility, learn from the relevant financial knowledge and cultivate the correct and noble sentiment. At the same time, we should also set up our reasonable consumption concept, maximize our geographic consumption and consumption patterns, and avoid blind consumption as far as possible.

Four, conclusion

In my opinion, fashion culture has dual attributes of positivity and negativity.

On the one hand, it has greatly enriched people's spiritual world (to achieve a sense of happiness), to a certain extent, and even eased the psychological and physiological pressure; on the other hand, we should also see that the fashion culture and consumption concept that only rely on materialization will objectively lead young people to pursue material and sensory stimulation, thereby neglecting the correct development of their spiritual world.

Based on the analysis and research in this paper, the pursuit of fashion consumption for college students needs more guidance and restraint. Only in this way can the contemporary college students truly clarify their responsibilities and adopt more rational behavior.

At the same time, through the study of cognitive science and psychology, the study of "bounded rationality" in human behavior will also be systematized. The theoretical development in this field will play an important role in guiding economic theory to study human behavior.