摘要：随着我国经济的不断发展与人均收入的提高，消费者的消费行为、消费理念也不断发生变化。大学生作为社会的一个特殊消费群体，他们的消费观念和消费行为也发生了很大的变化，从传统的单一生存逐渐变得多元化、社会化。他们的消费方式将可能深刻地影响到整个社会的消费方式。

　　　本文以重庆市女大学生鞋类消费情况为具体研究对象，通过问卷调查的方法对重庆市女大学生在鞋类消费中表现出的消费行为进行研究；从内容上看，本次研究分析了女大学生在鞋类消费中表现出的消费意识、消费需要、消费水平、消费结构、消费动机、消费兴趣、消费影响因素、消费渠道，发现了女大学生在进行鞋类消费中表现出的行为特点与行为倾向；从结果上看，本次研究总结出大学生消费中存在的问题如“两极分化”严重、交际需求被无限扩大、自我心理满足需求比重过大、冲动消费频发等问题，并针对问题给出解决方案。最后，通过对重庆女大学生鞋类消费行为的分析，给鞋类经销商提出营销建议。

关键词：消费者行为 鞋类消费 女大学生 重庆

ABSTRACT：With the continuous development of our economy and the improvement of per capita income, consumer behavior, consumption concept also constantly changing. College students as a social special consumer groups, their consumption idea and consumption behavior also great changes have taken place, the traditional single survival gradually become diversified and socialization. Their spending patterns will profoundly affect the society  consumption.

　　　The concrete research object is based on female college students in chongqing footwear consumption,to study consumer behavior of the female college students in chongqing  footwear consumption  by the method of questionnaire.From the content,this study analyzes the female college students in footwear consumption of consumer consciousness, consumer needs, consumption level, consumption structure, consumer motivation, consumer interest, consumption influencing factors and channels, and found that the female college students in the shoe show in consumption behavior characteristics and behavior tendency,  Judging from the results, the study summed up the problems existing in college students' consumption demand such as "polarization" serious, communication is enlarged unlimitedly and self psychological meet demand heavy, frequent impulse spending and other issues, and give solutions for the problems. Finally, by analyzing the footwear consuming behavior of female college students in chongqing,giving the footwear distributor some marketing recommendations.

Keywords: Consumer behavior；Footwear consumption；Female college students；Chongqing

　　　随着我国经济的不断发展与人均收入的提高，消费者的消费行为、消费理念也不断发生变化；从传统的单一化逐渐趋向多元化、社会化，更具有个性化、体验化的趋势；消费者消费理念、消费行为的改变，正逐渐影响着商品的生产、营销理念与实践。

　　　鞋类消费，作为重要的消费内容而存在，并逐渐向个性化、多元化方向发展，在我国市场交易中表现出强大的生命力，而女性更是其最重要的消费者；而作为女性大学生而言，这部分消费者更具有其独特的群体特征：一方面，这类消费群体受教育程度较高，具有独特、前卫的消费理念，表现出个性化的消费行为，而另一方面，大学生在经济上尚未独立，消费行为受到经济因素制约。

　　　而深入研究女性大学生群体在鞋类消费中的消费理念、消费行为，获取这类消费群体的消费规律与行为特征，可以针对这类消费群体引导企业的产品生产与消费，并丰富市场营销、消费者行为学理论体系，具有理论与实践双重意义。