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在当前消费经济时代,大学生的消费观念与行为不仅体现了社会时尚潮流趋势,更是在无形中彰显了其深刻而隐蔽的内在心理。本文以在华中地区重点高校展开的实证调查研究为数据来源,通过品牌与时尚、价格与质地等变量来探析当前大学生消费的社会心理效应,并进一步解析当前大学生消费行为模式与结构的支撑体系,深入分析了其潜在的发展趋势与问题。
In the current era of consumer economy, the concept and behavior of college students not only embodies the trend of social fashion trend, but also virtually reveals its profound and subtle inner mentality. Based on the empirical research conducted by key universities in Central China, this paper analyzes the social psychological effects of current college students ’consumption through the variables of brand and fashion, price and texture, and further analyzes the supporting system of current college students’ consumption behavior patterns and structures. In-depth analysis of its potential trends and problems.