随着网络消费的普及,有着“高触网”率的大学生已成为网络消费中主群体。当代大学生所受的教育、校园的环境以及年龄特征,使他们有自己特有的网络消费心理和消费行为。对他们的网络消费情况、消费心理特点研究,有助于对大学生进行德育教育。 With the popularization of internet consumption, college students who have “high touch network” rate have become the main group in network consumption. Contemporary college students receive education, the campus environment and age characteristics, so that they have their own unique online consumer psychology and consumer behavior. On their network consumption, consumer psychology characteristics, help to carry out moral education for college students.