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This paper used qualitative research method, depended on teaching characters, studied how to cultivate data literature of university students through <Consumer Behaviour> course. Firstly, based on the researches of predecessors, determined the concept and the associated concepts of the data literacy, and analysed the reasons why the concept of data literacy was put forward. Secondly, it debated the core contents of data literacy in <Consumer Behaviour> course teaching. This paper thought they should include data awareness, abilities of data collection, data handle and management, data analysis and comprehension, decision based on data, and legal and ethical awareness on using data etc. Two sides of awareness and abilities were concluded in the core contents. The lastly, this paper presented countermeasures on cultivation and training the data literacy of university students in <Consumer Behaviour> course teaching. It concluded that should combine the teaching content with the cultivation of data literacy organically. 大数据时代大学生数据素养的培养:内容与策略

proceedings of the 2018 3rd international conference on humanities science, management and education technology (hsmet 2018)

Cultivation of Data Literacy of University Students in the Era of Big Data: Contents and Countermeasures -- Taking Consumer Behaviour Course Teaching as an Example