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Since the21st century, China’s accelerating globalization process not only affects China’s economic structure and the change of social culture, but also affects the Chinese view, values and interpersonal view. With greatly rich material conditions and unceasing enhancement of people’s living standard, China has gradually entered the "consumer society". Influenced by globalization, female consumption presented diversified characteristic, showing more personality and autonomy. Based on globalization background, analyzing the characteristics of female college students’, as the representative of youth, image consumption, consumption view, view of self, identity and the existing problems can reflect the feature of Chinese college students’ consumption view, self concept, which has important significance for female college students’ self-development, self cognition, self view and the values formation.Based on the self concept and consumer sociology and related theory, through the literature collection, with female college students as the research object, this paper carried out questionnaire survey and depth interview in H university. Through detail description of image consumption and understanding structure and content of the knowledge system, the paper describes women how to present themselves. And the paper analyzes the characteristics and strategy of female college students’image consumption, explores the self worth and identity of female college students’image consumption in-depth, and discusses media influence factors, social mobility and school community factors of female college students’consumption concept of self image. By providing further advice to the social development, university education and female college students’ personal value realization, the paper promotes study on consumption of female college students. The main research work and conclusions are as follows:First, the image consumption has its own set of knowledge system, female college students accept consumer knowledge and is restricted by the knowledge system, and form their own consumer strategy.Through the description of the image type and style localization to show image consumption of knowledge, we can see that the image, products and fashion are classified and explained, forming a complete set of knowledge system in their respective fields and with the changing of the society, by continual reformation, replication, all kinds of classification constantly shows up and updates. We naturally accept their structure and mode in the process of presenting ourselves. Under such knowledge system, female college students have to learn knowledge to choose goods of their image consumption. Understanding social expectations, social trends and learning business rules in the process of consumption, they are able to match their image consumption products, and present themselves on various occasions. In the face of image consumption products, by reading, shopping, exploring, they launch the game between rational and irrational, get clear about what they want. Considering price, evaluation and the seller, they buy the product they want in the case of the most economical.Second, the female college students’image consumption has its own characteristics, But they pursuit their external image too excessive and impulsive and irrational in the consumer.Using the questionnaire survey data, the paper describes the status of the female college students’ image consumption. Using SPSS17.0software and employing interactions, multiple corresponding analysis technique, the paper summarizes the characteristics of female college students’image consumption:Consumption is rich in content but single in structure. On the choice of consumption, they are influenced by multiple factors such as peer groups, media and brand. Sensitivity to the brand is not high. Their clothing consumption style is personalized and diverse. In a word, the requirement and value degree of image is higher.Third, female college students’self-presentation shows diversification, independence and autonomy. Female college students pursue idealized perfect self in the aspect of image.Carrying out basic description, cross analysis to female college students’ image consumption data the paper summarizes the characteristics of the female college students’ ego. First of all, influenced by comprehensive factors such as education, peer groups, and society, female college students gradually tend to be multiple, independent and open. Second, female college students pursuit perfection image and are obsessed with mirror self. As for them, self image is not only meaningful but also symbolic. They achieve personalized identity through the image consumption. Face and body is one of the most intuitive impression, its importance is reflected in many aspects. Female college students particularly value face and body in the aspect of image consumption. Third, the peer group is a mirror in the process of female college students’ self identity and values formation. On the image consumption, female college students tend to follow and imitate their ideal wearing style and the type, and show some characteristics and personality through the dress up. Female college students’ ideal and worship of women are mostly independent, capable and beautiful types, who play a role of reference and demonstration for their self cognition. The fourth, in terms of self-identity of female college students, they have stronger sense of identity.Factor analysis is employed for female college students’ self-identity factors. By renaming factors, the paper outlines the basic structure of the female college students’ image identity variables as follows:self-image cognitive (Fl), otherness of self (F2), self-awareness (F3), self-expression (F4), the cognition of image consumption (F5). The paper reveals the strength of the female college students’ identity. First, in the female college students’ self-identity factors, self-image cognitive is the most important factor. Image capital is one of the important capitals in female college students’employment. Second, otherness of self, self-awareness and self-expression are the more important factors in female college students’ self identity.In the sense of self-awareness, female college students’ sense of identity is very strong and high awareness of self. In the sense of self-expression, female college students tend to dress up themselves along with the gender, which is their ways to relieve stress and relax. Female college students’ image consumption cognitive factor is relatively weak.
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