大众消费社会以来,人们的消费不仅呈现出按阶级、阶层划分的特点,还表现出明显重视个人风格和品味的趋势。这种消费方式影响了人们对自我和他人身份认同以及对自身形象的塑造,这一点在女大学生的消费中表现得尤为明显,并对她们的人际交往产生了重要的影响。本文采用无结构访谈法,以女大学生的服装消费为例,通过分析发现,女大学生的消费认同受到家庭条件、价值观和同辈群体的影响,这种消费认同会影响到对他人和自我的认知与分类,对其人际交往产生十分重要的影响,而这些影响往往具有弊大于利的倾向。因此,探索对策以理性的消费认同改善人际关系具有十分重要的意义。 Since the mass-consumption society, people’s consumption not only shows the characteristics of classifying and classifying, but also shows the tendency of paying obvious attention to personal style and taste. This pattern of consumption affects people’s identity of themselves and others, as well as their own image, which is particularly evident in the consumption of female college students and has an important impact on their interpersonal contacts. In this paper, we use the non-structured interview method to take the female college students ’clothing consumption as an example. Through the analysis we find that the female college students’ recognition of their consumption is affected by family conditions, values ​​and peer groups. Such recognition of consumption will affect the cognition of others and themselves And classification, their interpersonal relationships have a very important impact, and these effects tend to have more harm than good. Therefore, it is of great significance to explore countermeasures to rationalize consumer attitudes and improve interpersonal relationships.