Research Article
Analysis of College Students’ Consumption Structure and Irrational Consumption Behavior Based on ELES Model
@INPROCEEDINGS{10.4108/eai.6-1-2023.2330351, author={Xucong Hu and Weihong Wang and Sirui Huo and Fengzhi Chen}, title={Analysis of College Students’ Consumption Structure and Irrational Consumption Behavior Based on ELES Model}, proceedings={Proceedings of the 2nd International Conference on Big Data Economy and Digital Management, BDEDM 2023, January 6-8, 2023, Changsha, China}, publisher={EAI}, proceedings_a={BDEDM}, year={2023}, month={6}, keywords={eles model college student consumption mental accounting}, doi={10.4108/eai.6-1-2023.2330351} }- Xucong Hu
Weihong Wang
Sirui Huo
Fengzhi Chen
Year: 2023
Analysis of College Students’ Consumption Structure and Irrational Consumption Behavior Based on ELES Model
BDEDM
EAI
DOI: 10.4108/eai.6-1-2023.2330351
Abstract
The Internet marketing industry is of rapid development currently. With the characteristics of convenience and commodity diversification, college students are an important consumer group. Mental accounting refers to the fact that people often divide into several independent accounts for different categories when making consumption decisions. Due to the poor self-control abilities, college students are prone to irrational consumption behaviors under specific e-commerce promotion festivals such as “Double 11”, in which their mental accounting structure is also changed. This study conducts a questionnaire survey on the consumption structure of college students daily and e-commerce festivals. Using ELES model analysis, it is found that the expenditure of college students’ mental accounts is mainly divided into survival, developmental and enjoying. Further, it is found that the essence of irrational consumption behavior is to squeeze survival, developmental consumption to increase enjoying consumption under the stimulation of online consumption festival. The data and results could be a reference for college students with important preventive significance.
