1. the power to pursue exquisite beauty 2. Motivation to pursue fame 3. Motivation to imitate or obey. College students are a consumer group that pursues individuality, art, uniqueness and pleasing to the eye. Jewelry can satisfy their pursuit of exquisite beauty. At the same time, jewelry is also a typical representative of high-end goods, and college students are highly motivated to buy it. At the same time, driven by stars or celebrities, imitate conformity.