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Xie Xiu-zhen Wei Jing-xiang
（Liaocheng University，Shandong Liaocheng，252059， China）
【Abstract】 With the improvement of people’s living standard and internet technology， online shopping has been widely spread. After 2007， large amount of university girls that born after 90s rushed into university， and they have aroused a lot disputes on shopping. On the one hand， they are enjoying a better life ever than before due to a better society. On the other hand， teenagers nowadays are facing a more changeable and unpredictable world which need them having the ability of telling goods from bads. Therefore， learning more knowledge about their majors and establish a correct outlook on life and values are essencial for them. This paper is to analyze the behaviors of university girls along with the psychology factors.
【Key Words】university girls ； shopping attitudes，；solution
After the reform and opening-up policy， China has made a great progress in economy and the society’s consumptiou level is improved a lot. And which worth mentioned here is that under the trend of shopping on line， university girls have been an backbone in consumption. Therefore the construction of a more resources-saved society needs their efforts more than before.That is to say ， university girls must set up the correct consumption values and do some shopping reasonably. The key is that university girls are a special group due to their ages and growing backgrounds， which leaves a lot of problems in their consumption behaviors.
University is an academic place where students not only learn their professional skills， but also need through continuous learning and thinking to complete a process of reshaping the outlook on life values.Ideas and thoughts in the university contact will have a significant impact to university girls .Therefore， we must focus on university girls' consumption views， further analyze the internal causes of the problems and through various means to solve these problems，to help university girls set up the correct consumption views.
There are five problems existing in university girls’ shopping behaviors through the survey on 1000 students：
1.Low shopping power compared with their advanced shopping concepts. On the one hand， they have a tremendous volume of demand and also a potent power of shopping which cannot be neglected. On the other hand， they still cannot be separable from family’s support and they usually get restrained by it. According to the statistics， more than 12.7% university girls have the experience of buying things even in debt.It shows that the girls are lacking of the concepts of managing their money. 2.Although most people shopping with rational minds， the phenomenon of shopping under vanity——being after brand is still common. Most university girls say that when choosing goods， they not only think about the cost performance but also take the element of brand into deep account. Some university girls even tend to compare their things with their classmates or roommates. Another fact we have to pay attention to is that for most university girls， they have formed their preference of brands. It’s said that over 80% schoolgirs tend to buy things with name brand， and there are even 13.7% of university girls say that they have experience of buying things using their alimony.
3.There is a distinct gap between the rich and the poor. For those university girls that were born in a wealthy family——having more characteristics of the new generation tend to buy luxury goods， and have shopping behavior without reasou. While there are still some university girls whose families even have difficulty to afford tuitions.
4.Lacking of financing awareness， most of them often buy things without deep thoughts. Due to the birth control in 90s， most of university girls nowadays are the only child of their families. And because of that parents usually cannot help to spoiling their child， it’s bad for their child to set a correct consuming mind. According to the statistics， only 2.7% of university girls have the habit of accounting， and 32.3% schoolgirls have a clear plan on their pocket money. However， they just spend their money without thinking.
5.Online shopping has put a significant effect on schoolgirls’ shopping pattern. The statistics shows that over 92.7% of schoolgirls’ shopping on line，and 40.5% of them buy most of things online. With its undeniable advantages of convenience， fast services and multi-choice goods， shopping online has been a main way of shopping today. It is both a blessing and a curse——when it has provoked the volume of shopping， it also makes expand schoolgirls expense as well. More often than not， they pay a unreasonable prize for a needless thing， and it’s more often in girl shopping.
Since we have find the through all the analysis of problems existing in university girls shopping behaviors above， we are going to analyzed what factors cause these problems as follows：
Consumer psychology means a set of psychology during a process of buying something. It’s the one of the most important factors that contributes to consumers purchasing motivation preference and their choices. And it can be roughly divided into four types——conformity of one’s social hub， obtaining for novelty， comparing with someone and economical. What’s more， the driving force of shopping is their real need； it both comes from command indeed and environment stimulation. Therefore the factors that contribute to these problems can be listed as follows： 1.Lacking of shopping experience. Most of university girls have not formed a stable shopping consciousness， therefore when they are shopping by themselves， it is difficulty to make a reasonable and matched shopping plan。What’s more， it cause them to follow the trend .
2.Difficulty in controlling themselves. University girls tend to be easily tempted by environment around， and they may usually buy something impetuously. In spite of low purchasing powers still buy some luxury goods. This kind of behavior is harmful to girl’s characteristic development.
3.Trend and the influence of the social hub plays an important role.University girl is a group that at the turning point of school and society， there are more chance for them to get in touch with society， therefore it’s more often for them to be effected by social shopping habits and minds. According to the recent research， consumers’ behaviors are easy to be influenced by people around them， so they may buy something quite expensive but useless.
4.Schools having not helping the university girls to form right shopping attitudes. Another factor that contributes to girls’ misunderstanding on shopping is the lack of relative education in. university Today’s higher education put most attention on how to improve girl’s professional ability， which is not enough for them. University should put equivalent emphasis on helping girls to build up a correct mind on the world， so as a right shopping habit. The fact is many schools don’t have the ideological and political courses， and only economic have consumption psychology and behavior research course. Secondly， university teachers do not provide enough guide of the university girls' correct consumption view. Last but not least， the atmosphere in university lacks of the features of diligence and frugality， and it will lead consumption behaviors towards misunderstanding stage. In terms of these facts， the coming-up solutions are as follows：
On the one hand， university need to build some relative to guide girls to establish a correct concept of finance. In addition， make financial knowledge diffusion can also with the help of words， such as hosting speech lecture or debate to financial management concept and financial knowledge education of university girls， stimulate girlts interest in financial management， make them understand the basic knowledge of finance， that cause them in addition to the attention of the finance， can practice assignment， such as let girls use holiday to do household survey design family financial report， try for the income of the family planning arrangements， learn to open source throttling， scientific financial management through words， let girls understand from the perspective of the family On the other hand， their parents need to give a certain amount of pocket money to their children. Parents are their children’s best teachers because of the special relationship， therefore it’s advantageous for parents to give the first education of the consumption culture firstly， parents should set an example for their child. Stopping wasting， renewing the idea， and moderate supplies can help children to cultivate the consciousness of reasonable mind of expected income and expenditure in the end. All in all， parents should give children own thrifty behavior， their reasonable economic concepts and let children realize the importance and necessity of managing money scientifically， and master money management skills.
In addition， to encouraging more children to participate in social practice activities of the society is good for the child's correct consumption view and the concept of financial culture. In a word， the university period is the preparation of the university girls before entering society to learn the golden age of finance.
References：
[1] Wu Jian. Gao Xuewen. A survey on University Students' consumer rights[J].China Foreign Trade（English version），2011，（10）.
[2]Ma Xinwen.The Process on University Students' consumption views[J]. Journal of Guizhou University （Social Scienceedition），2009，（2）.
[3]Jiang Lin.Thoughts and Behaviors of Consummers[[J]. Beijing： Renmin University of China press，2007.
[4]He Chunling.On Consumption Culture of University Students [J]. Hunan Social Science，2009（5）.
[5]Song Xiaorong. On Behaviors and Psychology of University Students about Consumption [J]. China Adult Education， 2007， （19）.
This paper is sponsed by the research Shandong university students'education and management.The topic is “On University Girls Thought and Education in New Stage”（Project number：2013c016）.
（Liaocheng University，Shandong Liaocheng，252059， China）
【Abstract】 With the improvement of people’s living standard and internet technology， online shopping has been widely spread. After 2007， large amount of university girls that born after 90s rushed into university， and they have aroused a lot disputes on shopping. On the one hand， they are enjoying a better life ever than before due to a better society. On the other hand， teenagers nowadays are facing a more changeable and unpredictable world which need them having the ability of telling goods from bads. Therefore， learning more knowledge about their majors and establish a correct outlook on life and values are essencial for them. This paper is to analyze the behaviors of university girls along with the psychology factors.
【Key Words】university girls ； shopping attitudes，；solution
After the reform and opening-up policy， China has made a great progress in economy and the society’s consumptiou level is improved a lot. And which worth mentioned here is that under the trend of shopping on line， university girls have been an backbone in consumption. Therefore the construction of a more resources-saved society needs their efforts more than before.That is to say ， university girls must set up the correct consumption values and do some shopping reasonably. The key is that university girls are a special group due to their ages and growing backgrounds， which leaves a lot of problems in their consumption behaviors.
University is an academic place where students not only learn their professional skills， but also need through continuous learning and thinking to complete a process of reshaping the outlook on life values.Ideas and thoughts in the university contact will have a significant impact to university girls .Therefore， we must focus on university girls' consumption views， further analyze the internal causes of the problems and through various means to solve these problems，to help university girls set up the correct consumption views.
There are five problems existing in university girls’ shopping behaviors through the survey on 1000 students：
1.Low shopping power compared with their advanced shopping concepts. On the one hand， they have a tremendous volume of demand and also a potent power of shopping which cannot be neglected. On the other hand， they still cannot be separable from family’s support and they usually get restrained by it. According to the statistics， more than 12.7% university girls have the experience of buying things even in debt.It shows that the girls are lacking of the concepts of managing their money. 2.Although most people shopping with rational minds， the phenomenon of shopping under vanity——being after brand is still common. Most university girls say that when choosing goods， they not only think about the cost performance but also take the element of brand into deep account. Some university girls even tend to compare their things with their classmates or roommates. Another fact we have to pay attention to is that for most university girls， they have formed their preference of brands. It’s said that over 80% schoolgirs tend to buy things with name brand， and there are even 13.7% of university girls say that they have experience of buying things using their alimony.
3.There is a distinct gap between the rich and the poor. For those university girls that were born in a wealthy family——having more characteristics of the new generation tend to buy luxury goods， and have shopping behavior without reasou. While there are still some university girls whose families even have difficulty to afford tuitions.
4.Lacking of financing awareness， most of them often buy things without deep thoughts. Due to the birth control in 90s， most of university girls nowadays are the only child of their families. And because of that parents usually cannot help to spoiling their child， it’s bad for their child to set a correct consuming mind. According to the statistics， only 2.7% of university girls have the habit of accounting， and 32.3% schoolgirls have a clear plan on their pocket money. However， they just spend their money without thinking.
5.Online shopping has put a significant effect on schoolgirls’ shopping pattern. The statistics shows that over 92.7% of schoolgirls’ shopping on line，and 40.5% of them buy most of things online. With its undeniable advantages of convenience， fast services and multi-choice goods， shopping online has been a main way of shopping today. It is both a blessing and a curse——when it has provoked the volume of shopping， it also makes expand schoolgirls expense as well. More often than not， they pay a unreasonable prize for a needless thing， and it’s more often in girl shopping.
Since we have find the through all the analysis of problems existing in university girls shopping behaviors above， we are going to analyzed what factors cause these problems as follows：
Consumer psychology means a set of psychology during a process of buying something. It’s the one of the most important factors that contributes to consumers purchasing motivation preference and their choices. And it can be roughly divided into four types——conformity of one’s social hub， obtaining for novelty， comparing with someone and economical. What’s more， the driving force of shopping is their real need； it both comes from command indeed and environment stimulation. Therefore the factors that contribute to these problems can be listed as follows： 1.Lacking of shopping experience. Most of university girls have not formed a stable shopping consciousness， therefore when they are shopping by themselves， it is difficulty to make a reasonable and matched shopping plan。What’s more， it cause them to follow the trend .
2.Difficulty in controlling themselves. University girls tend to be easily tempted by environment around， and they may usually buy something impetuously. In spite of low purchasing powers still buy some luxury goods. This kind of behavior is harmful to girl’s characteristic development.
3.Trend and the influence of the social hub plays an important role.University girl is a group that at the turning point of school and society， there are more chance for them to get in touch with society， therefore it’s more often for them to be effected by social shopping habits and minds. According to the recent research， consumers’ behaviors are easy to be influenced by people around them， so they may buy something quite expensive but useless.
4.Schools having not helping the university girls to form right shopping attitudes. Another factor that contributes to girls’ misunderstanding on shopping is the lack of relative education in. university Today’s higher education put most attention on how to improve girl’s professional ability， which is not enough for them. University should put equivalent emphasis on helping girls to build up a correct mind on the world， so as a right shopping habit. The fact is many schools don’t have the ideological and political courses， and only economic have consumption psychology and behavior research course. Secondly， university teachers do not provide enough guide of the university girls' correct consumption view. Last but not least， the atmosphere in university lacks of the features of diligence and frugality， and it will lead consumption behaviors towards misunderstanding stage. In terms of these facts， the coming-up solutions are as follows：
On the one hand， university need to build some relative to guide girls to establish a correct concept of finance. In addition， make financial knowledge diffusion can also with the help of words， such as hosting speech lecture or debate to financial management concept and financial knowledge education of university girls， stimulate girlts interest in financial management， make them understand the basic knowledge of finance， that cause them in addition to the attention of the finance， can practice assignment， such as let girls use holiday to do household survey design family financial report， try for the income of the family planning arrangements， learn to open source throttling， scientific financial management through words， let girls understand from the perspective of the family On the other hand， their parents need to give a certain amount of pocket money to their children. Parents are their children’s best teachers because of the special relationship， therefore it’s advantageous for parents to give the first education of the consumption culture firstly， parents should set an example for their child. Stopping wasting， renewing the idea， and moderate supplies can help children to cultivate the consciousness of reasonable mind of expected income and expenditure in the end. All in all， parents should give children own thrifty behavior， their reasonable economic concepts and let children realize the importance and necessity of managing money scientifically， and master money management skills.
In addition， to encouraging more children to participate in social practice activities of the society is good for the child's correct consumption view and the concept of financial culture. In a word， the university period is the preparation of the university girls before entering society to learn the golden age of finance.
References：
[1] Wu Jian. Gao Xuewen. A survey on University Students' consumer rights[J].China Foreign Trade（English version），2011，（10）.
[2]Ma Xinwen.The Process on University Students' consumption views[J]. Journal of Guizhou University （Social Scienceedition），2009，（2）.
[3]Jiang Lin.Thoughts and Behaviors of Consummers[[J]. Beijing： Renmin University of China press，2007.
[4]He Chunling.On Consumption Culture of University Students [J]. Hunan Social Science，2009（5）.
[5]Song Xiaorong. On Behaviors and Psychology of University Students about Consumption [J]. China Adult Education， 2007， （19）.
This paper is sponsed by the research Shandong university students'education and management.The topic is “On University Girls Thought and Education in New Stage”（Project number：2013c016）.