关键词: 大学生, 品牌消费, 消费意愿, 实证

Abstract: Brand consumption tendency of college students is becoming more and more obvious. College students brand consumption is closely related to their parents education, occupation, family residence type, etc. Factors that influence college students brand consumption include the cost of living, face consumption, conspicuous consumption, face competition consumption and brand image symbol. To set up the college students scientific and rational brand consumer behavior, it needs the joint efforts of enterprises, universities and the whole society, all advocate rational, simple concept of consumption, actively develop consumer education for college students consumption, create favorable atmosphere and example for college students consumption.

Key words: college students, brand consumption, consumption intention, empirical research