大学女生的消费心理及行为分析

摘 要

我们所处的时代，是人类前所未有的新纪元，而消费一直以来却都是人类社会的一个永恒的话题，也是伴随人们一生的持续行为，为了更好的研究消费者心理与行为，本文将通过以女大学生为点，展开对所有在校女大学生普遍的消费心理和行为分析的一个论述。本文主要分为六大部分：第一部分主要对研究背景、研究意义和研究方法进行一个阐述；第二部分为文献综述，主要讲述一些理论界的学者或者作家对这一课题的见解；第三部分主要可分为两部分：一是调查设计与调查过程，二是调查数据分析。第四部分主要讲述的是调查的结论与分析。第五部分也是文章的重点，通过对问卷调查所得出数据结果进行总结，进而提出一些切实可行的建议，并针对女大学生的消费特点提出相关营销策略。最后一部分是对整篇文章的一个总结。希望本篇文章能够给大学女生的消费心理和行为分析的研究提供一个简单的参考。 

关键词：在校女大学生，消费心理，消费行为，消费特点，影响因素

              

Abstract

    We live in an era, a new era of unprecedented human. However, consumption has always been an eternal topic of human society, which is accompanied by people's life.

    This article will be tacking Jiangxi Normal University female students as the research object, by the questionnaire method to start a discussion of consumer psychology and behavior analysis of female college students.               This paper is divided into six parts: The first part of the research background, significance and research methods of a forth; the second part is the literature views, some scholars or writers' theoretical insights about this topic; The third part is divided into two parts: one survey design and survey process, and second, survey data analysis. The fourth part is about the analysis and conclusions of the investigation. The fifth part is also the focus of the article, by the results of the survey data summarizing the results, and then put forward some practical proposals and proposed marketing strategies for consumer-related features of Female College Students. The last part is a summary of the entire article. Hoping this article can give college girls consumer psychology and behavior analysis to provide an easy reference.

Key words: female college students in the school, consumption psychology and consumption behavior, consumption characteristics and influencing factors 

目录

摘 要II

AbstractIII

目录IV

一、 绪论1

（一）研究背景1

（二）研究意义1

（三）研究方法1

二、文献综述2

（一）消费者的心理2

（二）消费者心理与行为2

三、关于大学女生消费心理与行为的调查3

（一）调查设计与调查过程3

（二）调查数据分析3

（三）调查结论分析4

四、针对女大学生消费现状的相关建议9

（一）给大学女生的建议9

（二）给家长的建议9

（三）给学校的建议10

（四）给社会的建议10

五、结束语11

参考文献12