A Study on Consumption Behavior and Its Influencing Factors in the Appearance Economy Among College Students

Abstract

In the context of the "appearance economy", this study analyzes the consumption behaviors of college students influenced by appearance in the economic consumption sphere, as well as their influencing factors. The results show that love, marriage and career choice in appearance benefits exert a significant impact on the consumption behaviors of college students. Meanwhile, internal factors such as self-confidence and psychological status play a dominant role in consumption decision-making. This paper provides scientific consumption guidance for college students and reveals the multiple effects of the appearance economy on their consumption behaviors.