Analysis of College Students’ Consumption Behavior Characteristics Based on ADDIE Model under the Background of Ideological and Political Education

Abstract

Abstract This paper provides an in-depth study of the consumption characteristics of college students, which is not only related to the high-quality development of the economy, but also vital to students’ physical and mental health. The study uses the ADDIE teaching model, combined with the Apriori association algorithm and the K-means++ algorithm to analyze the intrinsic correlation of college students’ consumption behaviors. While applying the traditional association rule’s confidence and enhancement calculation methods, the study adopts a horizontal weighting method with downward closure nature to obtain the weights of the maximum weighted items in the item set. In addition, based on the distance between the initial clustering center and the sample point, the probability of the sample point becoming the next clustering center is calculated to enhance the clustering effect. After the model is built, the performance test is conducted firstly. Then the ADDIE-based model for teaching Civics in colleges and universities is designed and analyzed using the model of this study. It is found that after the occurrence of follower consumption behavior (C), there is a 100% probability of shifting to differentiated consumption (E). There is a 94.7% likelihood that personalized consumption will occur after the follower consumption behavior (C). There is an 85.67% likelihood of excellence for those students who spend low amounts of money, less frequently, and more off-campus. The survey revealed that 11.57% of the student population falls under this consumption profile. These findings have important implications for understanding the consumption behavior of college students and its impact on education and the economy.