2.4 Data Collection and Analysis 8

Chapter Three  Results and Discussions 9

3.1 The Needs of Consumer Psychology 9

3.2 The Inpiduality of Consumer Psychology 10

3.3 Social Factors 12

3.4 Commodity Factors 15

3.5 Social Media and Advertisements 16

Chapter Four  Conclusion 19

4.1 Findings 19

4.2 Suggestions 22

4.2.1 Suggestion on Guiding College Students and Optimizing Group Structure 22

4.2.2 Suggestions for Marketing Strategies of the App Companies 23

References 24

Appendix 26

 Conformist mentality of college students’ use of mobile applications in a new media age

----take the popularity of Foot-place as an example

Chapter One   Introduction

1.1 Research Backgrounds

     College students’ consuming behaviors are various and can be affected by different factors easily, and conformist mentality which is likely to do some effects on students’ consuming behaviors is prone to play a more important role in the new media world. So it is necessary to do the research and analysis on conformist mentality. However, the relative researches at home and abroad mainly concentrate on two aspects. Some people discuss why college students purchase things out of conformist mentality so as to polish up marketing strategies focusing on promoting sales volume of goods. And others study colleges students’ conformist mentality during life such as love, study. What’s more, there are a few researches about conformist mentality of the group events. But the researches about conformist mentality of college students’ use of mobile application in a new media age are a bit rare. 

The thesis pays attention to conformist mentality and creatively combines college students’ conformist mentality with the use of mobile phones apps. By looking into the reasons of college students behaviors when they choose mobile phones apps, it is possible to optimize college students’ behavior and make some suggestions that may be based on 4ps or 6ps for related companies.

1.2 Purposes of Research

Conformist mentality, a common phenomenon which deals with psychology in society, has been usual in students’ college life. At the new media times, conformist mentality emerges in many areas, including study, life and personal consumption. What’s more, when it comes to group life, the environment and atmosphere will give college students various pressure. In order to gain the psychological balance and release the conflicts with others, many college students may consciously or unconsciously take other people's opinions or requirements of groups into account. 

In recent years, China is in a special period during which the economy has changed dramatically. As a result, the political affairs and culture conflicts have changed every day. Additionally, with the effects of globalization, multinational cultures challenge the traditional culture and moral outlooks. So people tend to turn to others’ behaviors and prevailing moral practices in lots of aspects such as love, study and consumption. Conformist mentality is beneficial to the collection of information, but it also brings us some bad effects.

Paying attention to conformist mentality can persuade people into treating personal behaviors properly and knowing the influence that group behaviors have on the inpidual consumption so as to build a good order of economy and maintain the development of market. At the same time, no matter what policies such as the marketing theory of 4ps(product, price, place, promotion) or the marketing theory of 6Ps(product, price, place, promotion, power, public relations) are chosen, it is crucial for the companies to sale products. And the results of this thesis will do some favor for the companies’ promotion.