高中生日常消费行为和消费观念调查研究

孔子昱

Investigation and Research on Daily Consumption Behavior and Consumption Concept of Senior High School Students

——Take No.2 High School of East China Normal University as an example

Ziyu， Kong

（No.2 High School of East China Normal University， Shanghai， 201203）

Abstract： With the continuous development of the economy， contemporary high school students' consumption concepts and consciousness have also changed greatly. However， most high school students do not have financial independence， their identification skills are relatively poor， and they often form irrational consumer concepts.This article mainly uses questionnaire surveys， personal interviews， and other research methods to understand the current consumption behaviors and consumption concepts of high school students， and aims to cultivate good consumption awareness and behaviors of high school students.

Keywords： high school students; consumer behavior; consumer concepts;  countermeasure analysis

If high school students do not form a good sense of consumption， it will inevitably harm their future life. We should face up to the problems in the consumption behaviors of high school students， explore effective solutions with a proactive attitude， and enable high school students to establish a correct consumption view through various methods， to improve their overall quality and promote social progress and development.

1. Survey results and analysis

This survey was mainly based on high school students from No.2 High School of East China Normal University， and 82 questionnaires were collected. Among the surveyed subjects， boys accounted for 57.5% and girls accounted for 42.5%; first-year students accounted for 35%; second-year students accounted for 42%; third-year students accounted for 23%; among the surveyed student groups， families with an annual income of less than 100，000CNY accounted for 21.28%， those with an annual household income of 100，000CNY to 200，000CNY accounted for 17.27%， and those with an annual income of 200，000CNY or more accounted for 61.45%.

（1） Financial sources

In terms of financial resources， 100% of student pocket money comes from parents， grandparents， grandparents， and other elders. Individual students can also earn extra pocket money through scholarships and part-time jobs during holidays. 20% of the students whose daily consumption amount is less than 500 yuan per month， 45% of 500-1，000 CNY， 30% of 1，000-2，000 CNY， and 5% of students above 2，000CNY. The survey data reflects the consumption view of high school students from the side. It is relatively reasonable for high school students to freely control a certain amount of money each month.

（2） Consumption Content

The survey shows that the consumption of high school students mainly includes study expenses， living expenses， and entertainment expenses. The study fee is no longer discussed in this article. This survey is mainly about the daily living expenses and entertainment expenses of students. Living expenses include daily expenses such as clothing， food， housing， and transportation. Entertainment expenses include watching movies， traveling， and interpersonal communication.

（3） Consumption Level

Each high school student has different consumption differences. From the main consumption data， 78% of students choose snacks and meals; 55% of female students choose cosmetics， 5% of male students choose cosmetics; 22% of female students choose electronic entertainment， 32% of male students to choose electronic entertainment. In other words， the daily consumption of most high school students is mainly snacks and entertainment. The consumption concept of high school students is affected by the overall social environment and parents' consumption patterns.

（4） Consumption Habits

The survey shows that 35% of high school students purchase through physical stores， and 55% purchase through online stores， indicating that online shopping is the main way of shopping for high school students， and 10% of students （all high school students） have no internet Shopping account. 20% of them keep records of their consumption， 35% of them have records but not continuous， and 45% of students who never record their consumption. 11% of students are dissatisfied with online shopping， 84% are satisfied， and 5% are indifferent. 57% of the students choose the cheaper ones， and 38% of the students choose to shop only for the ones they like.

（5） Consumption Concept

Many students have the concept of consumption comparison， accounting for 48%， of which girls account for 65%. The data shows that many high school students love vanity and care about what their classmates say about themselves. 21% of high school students believe that many of the things they buy are of no value， and the brands they choose are no liked by them， but worry about their classmates evaluations. After 25% of students bought something， they didn't know how to use it or rarely use it.

2. Analysis of the reasons affecting the consumption behavior of high school students

（1） Family Influence

Most parents， grandparents， and grandparents love their children very much， and as their income level increases， they are obedient to them. The child is the most important member of the family and is given special care， such as putting good food in front of him for him to enjoy alone so that the child can easily get whatever he/she wants. Such students feel special and are accustomed to being superior. They will inevitably develop a character that pays attention to material comfort， wastes money， and has no patience and hard-working spirit.

（2） Personality Influence

32% of high school students like to pursue fashion， trend， and personality. Some high school students have a very serious comparative psychology and want to make their purchases superior to others， regardless of the actual economic situation of individuals and their families. Many students spend more on making friends and buying entertainment products， but spend little on studying and buying books. Some high school students are very wasteful in their consumption. They do not have the consciousness of diligence and thrift. They need to change their consumption behavior and consumption concept.

（3） School Influence

In schools， cultural classes occupy a major position. Because high school students lack financial knowledge， they often have bad behaviors such as blind consumption， comparison， and waste. The main reasons for this phenomenon are the lack of correct consumption guidance for children in school education and the lack of financial education in school education. Therefore， cultivating high school students' financial management skills is of great significance.

（4） Social Influence

High school students are at a stage where the world outlook， outlook on life， and values are not fully mature， and they are easily affected by external factors. Some Internet celebrity e-commerce and celebrity products have a great impact on high school students. Because many high school students are fans of Internet celebrities， the products they endorse are easily favored by high school students and easily arouse their desire to consume. Some high school students will spend money to reward anchors， causing unnecessary consumption.

3. Suggestions for high school students to develop good consumer behaviors

（1） Students Establish a Correct Consumption Concept by Themselves

High school students should learn to use their pocket money rationally， not to compare blindly， spend frugally.They should avoid waste， and avoid blindly and impulsively buying unnecessary items. They should also develop a good habit of recording daily consumption， analyze and summarize from time to time， find problems， and increase the efficiency of consumption.

（2） Strengthen Family Education

Parents should lead by example， educate their children to establish a correct concept of money， pay more attention to their children's consumption， communicate with them more， and pay attention to observing their children's abnormal consumption. If the child is wasting consumption， parents should calm down and avoid a beating， scolding， or paying too much attention to prevent arousing the child's rebellious psychology.

（3） Strengthen School Education

Schools should use classroom education to strengthen the education of consumption concepts for high school students and pay attention to the improvement of students' comprehensive quality. High school students have a strong desire for independence. Schools should strengthen the guidance of high school students and cultivate their good consumption habits， which will also help high school students adapt to university life early. Schools should also analyze the existing special circumstances， carry out seminars and other forms of activities to timely understand the consumption status of students， strengthen education， and let high school students know about the problem of excessive consumption through science tabloids， class meetings， speeches， composition competitions， etc.

（4） Strengthen the Social Environment

A good social environment is very important to the healthy growth of high school students. Therefore， we should pay attention to the impact of society on high school students， regulate the operation of various social platforms， online shopping platforms， and web live broadcast platforms， and guide high school students to establish correct consumption concepts. News media， such as newspapers and the Internet， must also vigorously promote the family tradition， style of study， and school spirit of diligence and thrift， avoiding waste， and creating a good social growth environment for students.

4. Conclusion

It can be seen from the above that there are many consumptions of high school students. We should take a proactive attitude to explore effective solutions， strengthen the connection between individuals， families， and society， and enable high school students to establish a correct consumption outlook through various methods. To promote the progress of social civilization.