The Impact of Companion on the Consumption Behavior of Students in China

Abstract

This study investigates the influence of peers on the consumption patterns of Chinese adolescents, synthesizes the existing research, and suggests coping strategies that may assist adolescents in achieving consumption patterns that are healthier and more sustainable in the face of peer pressure. According to the results, the guidance and influence of peers play a significant role in the purchasing decisions of Chinese adolescents. Peer influence has both positive and negative effects on individuals' consuming behaviors, including value perception, affective experience, and the desire to repurchase; the effect of perceived peer trust, control, and allure on inconsistent judgments. Peer influence has a negative impact on the consuming activities of individuals, including their value perception, affective experience, and desire to repurchase. The most apparent manifestation of peer influence is an increase in consumption knowledge and assistance in the process of developing one's own unique consumption patterns. Students struggling with consumer psychology and motivation in higher education should be referred to school-based psychological counseling services in order to receive the necessary psychological intervention and assistance.