【正文】 to go to those shopping centers. Then how do students get information about products on campus? The research show that most students get this kind of information around their dormitory building (%), and canteen and teaching building are the other two main resource of the information. It’s interesting that the result goes well with the students’ life style in college: dormitorycanteenclassroom, three points a line. The students working busily among those places and gain the information that may have something to do with their shopping conception and habits. Advertisement plays a important part in students consuming conception for they are the generation which grow with the impact of Ads. TV has no doubt the biggest affect on the students’ consuming, followed by propagating materials, newspapers, outdoor advertisement, advertisement, and so on. As we all know, advertisements can stimulate consuming. Over 40% students will try to buy the product that is introduced by the advertisement or will directly buy the product because of the advertisement. If we take those who do not have the regular favorite brand into consideration, the impact advertisements have on the students will surly be even greater. If we look into the problem that what will mostly make the students consume, we will find that the goods on sale have the greatest affect, while giving presents is also useful. Shopping online and shopping by telephone are the newly born things which have not appeared until the resent years. Shopping online Shopping by telephone Accept pletely Accept partly Do not accept Accept pletely Accept partly Do not accept And there are also some factors that may not occur a few years ago, such as mobile phones and laptop puters, which can show the consumption concepts and habits of college students. Now more than half of the college students have or once had mobile phones, and sending short messages is their favorite service: more than % students have used this function. About % students are for the price’s sake, % are attracted by its convenience, while % use it just for fun. And puters are also mon among college students. The purpose of using puters are listed below: study (%), entertainment (15%), Inter (%), others (%). Consuming abilities of college students ? The average living expense of 2800 college students is 570 yuan per month, with the least 210 yuan and the most 4550 yuan. ? ? ? ? 1001~2021 ? 2021~ ? % ? % ? % ? % The usual consumption of college students Diet Clothing Entertainment Newspapers amp。 TV (%) Shopping (%) Internet (%) Traveling (%) Party (%) Ball (%) Reading amp。這里很有必要了解大學生想要什么，他們?nèi)绾潍@得產(chǎn)品的信息，以及他們的消費觀和消費習慣。 大學生上網(wǎng)去的最常見的地方是學校附近的網(wǎng)吧（ %），選擇 在家上網(wǎng)位居第二(%)，選擇宿舍上網(wǎng)緊跟其后 (10%)。由于這一原因，超過 %的大學生將超市購物視為他們的最愛。有意思的是這項研究符合大學生 宿舍 食堂 教室 三點一線的生活方式。 總所周知，廣告可以刺激消費。 網(wǎng)上購物和電話購物是最近幾年才出現(xiàn)的一種新生的購物方式。同時大學生使用電腦也很普遍。 現(xiàn)在大約 %的大學生已用過一兩部手機。他們的消費能力超乎我們的想象，相當一部分的大學生已經(jīng)擁有了他們自己的電腦或手機。 最 近幾年的發(fā)現(xiàn)： 大學生的消費觀不合理 大學生擁有高度的品牌忠誠度 大學生更加注重時尚消費 分析： 1. 總消費的貧困差距。 2. 飲食開銷大。對手機占有率為 92%的人群進行調(diào)查發(fā)現(xiàn)， 70%的貧困學生也有手機。隨著旅游觀念對現(xiàn)代消費者的影響，大學生第 9 頁 共 32 頁 已經(jīng)漸漸在旅游上支出不斷。學生主動思 考，有強烈的學習新事物的欲望，比如追求時尚，消費，娛樂消費。 2. 理性的消費仍是主流消費。因此，主流學生的消費是一種更加理性的消費。一些經(jīng)濟寬裕的學生還會去購買相機、 MP3和其他的電子產(chǎn)品。他們大多數(shù)人由于談戀愛而將每月的生活費都花光了。首先，大學生的消費水平很高，因為他們作為一個整體的消費結構團體是非常不理性的。學校也是一個迅速蔓延的消費習慣和消費方式的仲裁者。高等教育里的大學生普遍缺乏建立正確的消費觀。傳統(tǒng)家庭這要關注教育和兒童道德教育，現(xiàn)代家庭教育主要關注的事德育、智育、體育和多元文化，但是家庭教育在培養(yǎng)孩子消費觀念的這一環(huán)節(jié)相對比較薄弱