高校学子“双十一”观察：按需消费成主流 更重参数避套路

Core Insights - The article highlights a shift in consumer behavior among college students during the "Double Eleven" shopping festival, emphasizing a trend towards more rational and parameter-focused purchasing decisions rather than impulsive buying driven by promotions [1][4][8] Group 1: Consumer Behavior Changes - College students are increasingly adopting a "look at parameters, check ingredients" approach to consumption, demonstrating enhanced discernment regarding promotional tactics [1][3] - The core consensus among students remains "buy what is needed," but there is a notable increase in rationality in their purchasing decisions [3][4] - Students express a strong aversion to promotional tricks, with some reporting instances of price inflation prior to sales events, leading them to focus on product specifications instead [4][6] Group 2: Parameter-Focused Consumption - The trend of "parameter consumption" extends beyond clothing to categories such as beauty and electronics, with students researching specifications like screen resolution and material composition before making purchases [6][8] - Female students tend to prioritize parameters related to clothing and daily necessities, while male students focus on the performance specifications of digital products [6][8] Group 3: Diminished Appeal of "Double Eleven" - The uniqueness of the "Double Eleven" shopping event is perceived to be declining, as students find comparable discounts available through other channels, such as live streaming [8] - There is a growing preference among students for experiential spending, such as travel and outdoor activities, over participating in sales events, indicating a shift in value perception [8]