【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(xué)生想要什么，他們?nèi)绾潍@得產(chǎn)品的信息，以及他們的消費(fèi)觀和消費(fèi)習(xí)慣。 大學(xué)生上網(wǎng)去的最常見(jiàn)的地方是學(xué)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(guò) %的大學(xué)生將超市購(gòu)物視為他們的最愛(ài)。有意思的是這項(xiàng)研究符合大學(xué)生 宿舍 食堂 教室 三點(diǎn)一線的生活方式。 總所周知，廣告可以刺激消費(fèi)。 網(wǎng)上購(gòu)物和電話購(gòu)物是最近幾年才出現(xiàn)的一種新生的購(gòu)物方式。同時(shí)大學(xué)生使用電腦也很普遍。 現(xiàn)在大約 %的大學(xué)生已用過(guò)一兩部手機(jī)。他們的消費(fèi)能力超乎我們的想象，相當(dāng)一部分的大學(xué)生已經(jīng)擁有了他們自己的電腦或手機(jī)。 最 近幾年的發(fā)現(xiàn)： 大學(xué)生的消費(fèi)觀不合理 大學(xué)生擁有高度的品牌忠誠(chéng)度 大學(xué)生更加注重時(shí)尚消費(fèi) 分析： 1. 總消費(fèi)的貧困差距。 2. 飲食開(kāi)銷大。對(duì)手機(jī)占有率為 92%的人群進(jìn)行調(diào)查發(fā)現(xiàn)， 70%的貧困學(xué)生也有手機(jī)。隨著旅游觀念對(duì)現(xiàn)代消費(fèi)者的影響，大學(xué)生第 9 頁(yè) 共 32 頁(yè) 已經(jīng)漸漸在旅游上支出不斷。學(xué)生主動(dòng)思 考，有強(qiáng)烈的學(xué)習(xí)新事物的欲望，比如追求時(shí)尚，消費(fèi)，娛樂(lè)消費(fèi)。 2. 理性的消費(fèi)仍是主流消費(fèi)。因此，主流學(xué)生的消費(fèi)是一種更加理性的消費(fèi)。一些經(jīng)濟(jì)寬裕的學(xué)生還會(huì)去購(gòu)買相機(jī)、 MP3和其他的電子產(chǎn)品。他們大多數(shù)人由于談戀愛(ài)而將每月的生活費(fèi)都花光了。首先，大學(xué)生的消費(fèi)水平很高，因?yàn)樗麄冏鳛橐粋€(gè)整體的消費(fèi)結(jié)構(gòu)團(tuán)體是非常不理性的。學(xué)校也是一個(gè)迅速蔓延的消費(fèi)習(xí)慣和消費(fèi)方式的仲裁者。高等教育里的大學(xué)生普遍缺乏建立正確的消費(fèi)觀。傳統(tǒng)家庭這要關(guān)注教育和兒童道德教育，現(xiàn)代家庭教育主要關(guān)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(fèi)觀念的這一環(huán)節(jié)相對(duì)比較薄弱