大学生消费行为和心理的研究摘 要 为了探究大学生消费行为以及消费心理，对大学生进行科学合理消费的引导，向盐城师范学院在校大学生发放 308 份研究问卷。采用独立样本 t 检验、单因素方差分析、频数描述统计等统计方法对数据进行分析。结果发现： （1）大学生消费总的是不健康的，求实性消费行为是最少的，最多的是超前性消费。 （2）大学生消费行为与家庭月收入和月生活费紧密相关，家庭收入越低，月收入越少，大学生越倾向于求实性消费。家庭月收入高，学生月生活费高的大学生冲动性消费越多。 （3）大学生的消费观念中，大多数大学生都提倡勤俭节约；绝大多数大学生进行消费时都有明确的计划。(4) 大学生的消费动机主要是追求商品的使用价值，也带有一定的趋同性消费(消费者的消费行为与消费方式表现出很强的一致性)。【关键词】 大学生 消费行为 消费心理A study of College Students' consumption behavior and psychologyAbstractIn order to explore the consumer behavior and consumption psychology of college students, and guide the students to conduct scientific and rational consumption, 320 questionnaires were issued to students in Yancheng Teachers University. The data were analyzed by independent sample t test, one-way ANOVA and frequency descriptive statistics. Findings:(1) 1) the total consumption of college students is unhealthy, and the consumption behavior of realism is the least, and the most is the leading consumption(2) college students' consumption behavior is closely related to family monthly income and monthly living expenses. The lower the family income and the less monthly income, the more students tend to be realistic consumption. The higher the monthly income, the higher the college students' monthly living expenses, the more impulsive consumption.(3) in the concept of consumption among college students, most college students advocate thrift; most college students have definite plans when they are spending.(4) college students' consumption...
