消费行为是人类赖以生存、发展的社会活动，是社会、历史、生产发展的重要前提。在市场经济高速发达的当代，消费已成为人们越来越关注的话题，毫无疑问，大学生消费也成为这其中一个话题，并且越来越引人关注。而大学生作为社会特殊的消费群体，其消费观念的塑造和培养更为突出且直接地影响世界观的形成与发展，进而对品德行为产生重要的影响，进而影响国民经济及其他方面的发展。本文首先从高校大学生消费的背景与意义入手，然后对当前大学生的消费特征与城镇居民消费特征做了对比分析，并接着指出影响高校大学生消费的相关因素，最后通过对东北林业大学学生消费调查和分析，进而了解目前高校大学生的消费状况，在调查收集比较数据以及基于实证数据基础上，运用定性、定量的分析技术，通过统计分析相关的数据和文字资料，形成对高校大学生消费特征的初步印象，找出当代大学生消费的特点，指出大学生消费的不足之处，在充分了解分析和研究现状水平的基础上，提出有效合理的建议和措施。
关键词：高校大学生 消费行为 消费心理 因素分析
College students survey and analysis of consumer behavior
Abstract
Consumer behavior of human survival, development of social activities, social, history, an important prerequisite for the development of production. Developed market economy in the contemporary high-speed, consumption has become a topic of growing concern, there is no doubt that consumption of university students has also become a topic which, and more and more attention. And community college students as a special consumer groups, the concept of consumer culture to shape and more prominent and directly affect the formation and development of the world as well as on the character have an important impact on behavior, thereby affecting the national economy and other aspects of development.
In this paper, first of all college students from the background and significance of the consumer to start, and then college students classified summary of the current status of the consumer and the impact of university students went on to say that consumption of the relevant factors, the final adoption of the Northeast Forestry University student survey and analysis of consumption, and understand the current state of College Students consumption situation, comparative data collected in the investigation and on the basis of empirical data, the use of qualitative and quantitative analytical techniques, through statistical analysis of relevant data and text information for college students to form the initial impression of the status quo of consumption, the consumption structure of contemporary university students to find and psychological characteristics of students pointed out that the inadequacy of consumption, in full knowledge of the status quo level of analysis and research on the basis of a reasonable proposal to come up with effective measures.
Key words ： College Students；Consumption structure；Consumer psychology；Factor analysis
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