毕业论文-大学生消费心理与行为特征研究.doc

xx学院毕业设计(论文) PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT 2 图书分类号： 密 级： 毕业设计(论文) 大学生消费心理与行为特征研究 Research On Consumer Psychology and Behavior of College Students 学生姓名 学院名称 学号 班级 专业名称 市场营销 指导教师 2014年 5月 21日 xx学院毕业设计(论文) PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT 34 摘要 大学生消费问题一直是媒体报道和社会讨论的热点。当前大学生群体消费心理和消费行为在社会消费中的影响也会越来越大，因此，加强对大学生消费行为和消费心理的研究，有利于引导大学生科学消费，提高大学生的消费道德素养，促进和谐社会的建设。 本文在论述消费行为和消费心理的相关理论基础上，结合对xx学院学院大学生在消费水平、消费结构、消费心理、消费观念等方面的调查问卷，利用社会科学统计软件包进行统计，从而提出了大学生消费行为的影响因素和存在的问题，对其消费行为作出了价值评价，归纳出大学生消费心理特征。 最后从社会伦理道德的角度，阐述了对大学生消费行为进行价值引导的原则及必要性，并提出了大学生健康消费心理的培养的具体建议和对策。 关键词：消费；大学生消费；消费心理；行为特征 PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT 34 Abstract College consumer issues has been a hot media coverage and social discussion. Consumer psychology and behavior of current student had a great effect on social consumption. So, strengthening research on consumer behavior and consumer psychology college did help to guide students to scientific consumption, improve students consumption ethics literacy and promote harmonious society’s construction. This paper was based on the relevant theory of the consumer behavior and psychology. Then I did a questionnaire survey on the level of consumption, consumption structure, consumer psychology, consumer attitudes to the students of Xuzhou Institute of Technology. By using statistics package for social science, I found out the factors and problems, which affect consumer behavior of college students. Then I evaluated its values of consumer behavior, and concluded the consumer psychology characteristics. Finally, from the point of social ethics and moral, I brought up the principles and the necessity of value guidance of college students’ consumer behavior, and proposed concrete suggestions and countermeasures of developing healthy consumer psychology of college students. Keywords Consumption; college consumption ; consumer psychology ; behavioral characteristics PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT 34 目