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Investigation and Analysis of College Students’ Consumption Behavior under the New Coronary Pneumonia Epidemic-Taking Shipai Campus of South China Normal University as an Example

Zeyi Fang


At the beginning of 2020, the outbreak of COVID-19 epidemic has impacted various consumer industries in my country, and has also stimulated the consumption power and consumer psychology of college students to a certain extent. Recently, the demand to promote consumption replenishment and potential release has risen to the national strategic level, and the consumer industry and consumer groups are facing unprecedented challenges and opportunities. Through literature analysis, questionnaire surveys, and SPSS statistical analysis, this article found that college students’ consumption behaviors during the epidemic period showed significant gender and age differences, and they favored online shopping, and showed obvious consumption trends in medical protection, investment and financial management. And after the epidemic, compensatory consumption is expected to occur. This article addresses the issues to be explored, combined with the current market economy situation, and proposes reasonable and feasible targeted strategies for governments, industries, platforms, and consumers to help restore consumption after the epidemic.


COVID-19; College Students; Consumer Behavior; SPSS

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DOI: http://dx.doi.org/10.18686/fm.v6i1.3063