本文从社会认同威胁理论的角度出发，研究大学生的符号消费行为。以大学生消费现状和文化资本理论为出发点，本文聚焦大学生的文化符号消费意愿，设计了大学生社会认同威胁对文化符号消费意愿影响的实验，并进一步考察具有文化资本涵义的大学生个人特征的调节作用。实验通过问卷调查和数据分析验证了社会认同威胁对于大学生文化符号消费意愿的显著提升作用以及来源地（城镇/农村）对文化符号消费意愿的调节作用。文章最后就文化符号消费给出营销启示，并探讨了大学生符号消费的社会问题。

From the perspective of social identity threat theory, this paper studies the symbolic consumption behavior of college students. Based on the current situation of College Students' consumption and the theory of cultural capital, this paper focuses on College Students' intention to consume cultural symbols, and designs an experiment on the influence of College Students' social identity threat on their intention to consume cultural symbols, then further investigates the regulatory role of College Students' personal characteristics with the meaning of cultural capital. Through questionnaire survey and data analysis, the experiment verifies the significant promotion effect of social identity threat on College Students' cultural symbol consumption and the moderating effect of origin (urban / rural) on this mechanism. Finally, the paper gives the marketing Enlightenment on cultural symbol consumption, and discusses the social problems of College Students' symbol consumption.