内容摘要：当代大学生是开创21世纪的生力军,因此社会对大学生的整体素质提出了更高的要求。目前，随着经济社会的发展，大学生所受的教育、校园的环境以及该年龄的特殊心理特征，使他们有自己特有的消费心理和消费行为。 对他们的消费心理和消费行为的研究，有助于认识青年一代乃至整个社会的消费趋势。本文对当代大学生的消费水平、消费结构、消费方式、消费心理特点及其影响因素、对策等作了分析，论述了大学生消费的现状的以及产生这些消费现象的原因，提出了当代大学生的消费中存在的问题，旨在使学生、家长、学校和社会对大学生消费产生理性的认识，促使大学生理性处理各类消费问题。 最后本文在认真研究和分析大学生的消费心理误区和消费行为现状的基础上，提出了对大学生消费文化的发展方向进行正确引导的建议对策，以使大学生形成科学的消费观念，促进自身的不断完善和发展。
关键字：大学生 消费水平 消费结构 消费心理
Abstract：Contemporary college students is a 21st century talents, and society on the overall quality of students has higher requirements. At present, as economic and social development, the education about college students,the campus environment, and the special psychological characteristics of age, make they have their own unique consumer psychology and consumer behavior. On the consumer psychology and consumer behavior research, help to understand the younger generation and the whole community consumer trends. In this paper, the consumption level of contemporary college students, the consumption structure, consumption patterns, consumer psychological characteristics and influential factors, such as countermeasures analyzed, discussed the status of university students, as well as consumption of these consumption reasons, the proposed consumption of the contemporary college students in the problem, aimed at making students, parents, schools and community college students have a rational understanding of consumption, to deal with all types of college students rational consumer issues. Finally, this paper seriously study and analysis of consumer psychology students Misunderstandings and consumer behavior on the basis of the status quo, the proposed development of consumer culture on college students to correctly guide the direction of the proposed measures to enable students to make scientific consumer awareness, and promoting their continuous improvement and development.
Key Words：University student Consumption level Consumption pattern Expense psychology
市场经济时代，消费观念已经深入人心了更准确地把握当代大学生的消费脉搏，解读当代大学生消费文化，我们对此进行初步探讨。（剩余990字）