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

摘要： 大学生品牌消费倾向日趋明显。大学生品牌消费与其父亲学历、职业、家庭居住地类型等密切关联。影响大学生品牌消费意愿的因素主要包括生活费、面子消费、炫耀消费、攀比消费及品牌形象象征等。树立大学生科学理性的品牌消费行为，需要企业、学校及全社会的共同努力，共同倡导理性、简朴的消费观念，主动教育消费者，为大学生消费塑造良好氛围与榜样。

关键词: 大学生, 品牌消费, 消费意愿, 实证