Characterization of College Students’ Consumption Behavior for Ideological and Political Education - Based on ADDIE Model

As a specific social group, the consumption behavior of college students not only reflects their economic ability but also contains deep-seated values and attitudes toward life. With the development of the social economy and the change in consumption concepts, the consumption patterns and psychology of college students have diversified. This paper deeply analyzes the characteristics of college students’ consumption behavior and the value of their ideological and political education. It also adopts the ADDIE model to systematically study college students’ consumption behavior. The improved K-means clustering algorithm allows us to classify the consumption behavior of 29,635 students and analyze their changing trends by collecting consumption data. The average monthly consumption of most students is approximately 800 to 1000 yuan, and the frequency of consumption is mainly 60-75 times per month. Students with different consumption levels have different needs and responses when it comes to ideological and political education. The paper proposes targeted strategies for ideological and political education to guide students in establishing correct consumption concepts and cultivating rational consumption behavior. The study effectively enhances the research on college students’ consumption behavior and the practical effect of ideological and political education through the application of the ADDIE model, providing support for the overall development of college students.