In the daily consumption of college students, the average online shopping cost is 614.13 yuan, accounting for 29.17% of the living expenses, and there is no significant gender difference. The average online expenditure of college students using micro-loan software such as "North China" is 696.13 yuan, accounting for 33.19% of their living expenses. It can be seen that the "consumption first, then payment" mode brought by micro-loan software such as gold bars in North China and JD.COM has certain promotion ability for college students' online consumption.

In terms of diet, culture and education, socialization, entertainment, games, clothing, ornaments and cosmetics, the characteristics of college students' daily consumption are as follows:

First, college students' daily consumption is mainly food consumption, with an average of 1,172.18 yuan, accounting for 51.92%, and there is no significant gender difference in the amount. It can be seen that at present, the daily living expenses of college students are mainly based on the survival needs of Maslow's hierarchy of needs, without high luxury consumption and frugality.

Secondly, the expenditure on clothing, accessories and cosmetics takes the second place among college students' consumption expenditure, accounting for 16.8%. In terms of clothing, accessories and cosmetics, the average expenditure of girls is 469 yuan, which is slightly higher, accounting for 22.29% of the total expenditure. There is a big difference between different sexes, or the overall cost of living of girls is higher than that of boys. In terms of grades, from freshman to junior, it can be seen from the data that the expenditure on clothing, accessories and cosmetics increases with the increase of grades. From the data, it can be concluded that with the growth of age, the expansion of social circle and the comfort of living expenses, female college students will pay more attention to their clothes and appearance.

Third, according to the survey results, social, entertainment and game consumption have also become an important part of college students' consumption. The average expenditure on social activities, entertainment and games is 312.4 yuan, accounting for 14.8% of the living expenses. It is worth noting that the proportion of girls' spending on social activities, entertainment and games is slightly higher than that of boys. It is difficult to distinguish the proportion of social entertainment expenditure and game expenditure, but the overall trend shows that girls' social needs are higher than boys'.

According to the survey data, most students will choose the consumption mode of purchase, and a relatively small number of students can choose to save, and only a small number of students can choose the budget expenditure mode, which shows that student groups have the tendency of impulsive consumption, irrational consumption behavior and more inclined to perceptual consumption. Although there is impulsive buying behavior, most students say that they will not use micro-credit consumption. For example, flower buds only account for about a quarter, which shows that most students have reservations about overspending, and their consumption psychology in this respect is more rational.

in terms of the distribution of living expenses, the survey results show that the diversity of consumption structure, not only the necessary expenditure on diet, but also more expenditure on culture, education, social entertainment, clothing purchase, etc. are considerable. However, from the detailed data analysis of each item expenditure, it is not difficult to see that students are still in a priority position in necessary consumption, and the proportion of unnecessary entertainment expenditure is not very high, indicating that students have a certain sense of saving.