大学生消费者自我概念及其与消费决策风格关系研究

发布时间：2018-01-08 19:22

本文关键词：大学生消费者自我概念及其与消费决策风格关系研究　出处：《西安科技大学》2009年硕士论文　论文类型：学位论文

【摘要】： 消费者自我概念是消费者行为研究的核心内容之一,是影响消费行为的重要因素。大学生群体已成为我国主要消费群体之一,但大学生消费者自我概念研究尚处于起步阶段,大学生自我概念模型、研究工具及其他相关研究尚不完善。本文旨在研究大学生消费者自我概念模型及其影响因素,及大学生消费者自我概念与消费决策风格的关系。本文首先分析和总结了消费者自我概念、消费决策风格及我国大学生消费行为研究的成果及动态。并在此基础上,提出本文假设;其次,本文以问卷调查为主要方式,对大学生消费者自我概念及其与消费决策风格的关系进行针对性调查;再者,借助SPSS软件对前述调查数据进行科学统计和分析。研究结果显示:①大学生消费者自我概念存在社交自我、传统自我、学业自我及魅力自我四个维度;②大学生消费者自我概念四个维度之间存在相关关系:社交自我与学业自我、魅力自我维度之间存在正相关关系;传统自我与学业自我维度之间存在正相关关系;学业自我与魅力自我维度之间存在正相关关系;③年级、性别、家庭区位及专业因素分别影响大学生消费者自我概念的不同维度;④大学生消费者自我概念与大学生月消费金额之间存在相关关系:传统自我维度与月消费金额存在负相关关系,魅力自我维度与月消费金额存在正相关关系;⑤大学生消费者自我概念与消费决策风格存在相关关系:社交自我维度与品质追求型、购物享受型和选择多样型消费决策风格呈现正相关关系;传统自我维度与价格导向型消费决策风格呈现正相关关系;学业自我维度与品质追求型消费决策风格呈现正相关关系;魅力自我维度与品质追求型、购物享受型、选择困惑型及品牌忠诚型消费决策风格呈现正相关关系。本研究一定程度上弥补了已有类似研究存在的不足,充分考虑了影响当代大学生消费者自我概念的社会因素,并提出了“传统自我”概念。编制了《大学生消费者自我概念量表》,且该量表具有较好的信度和效度。
[Abstract]:Consumer self concept is one of the core content of consumer behavior research, is an important factor affecting consumer behavior. College students has become one of the major consumer groups in China, but the research on College Students' self concept of consumers is still in the initial stage, the college students' self concept model, research tools and other related research is still not perfect. This paper aims to research on College Students' self factors of consumers the conceptual model and its influence, and the relationship between College Students' consumer self-concept and consumption decision style.
This paper first analyzes and summarizes the consumer self concept, achievement and dynamic study of consumer decision-making style and consumer behavior of Chinese college students. And on this basis, this paper put forward hypothesis; secondly, based on the questionnaire survey as the main way of consumer self concept of college student and the consumption decision style for investigation; moreover, with the help of SPSS software, scientific statistics and analysis of the survey data. The results showed that consumer self concept of college student social self, the traditional four dimensions of self, self academic self and charm; there is a relationship between the four dimensions of consumer self concept of college student: social self and academic self, there is a positive correlation between self charm dimensions; the traditional self have positive correlation with academic self dimension; positive between academic self and self dimension Charm Correlation between the grade; gender, family location and different dimensions of professional factors influence consumer self concept of college student; there is a relationship between the students of consumer self concept and students' monthly consumption amount: there is a negative correlation between the traditional concept and the amount of monthly consumption, there is a positive correlation between the charm of self dimension and the amount of monthly consumption; correlation the relationship between College Students' self concept and consumer consumption decision style: social self dimension and the pursuit of quality, shopping enjoyment and variety type consumption decision style shows a positive correlation; the traditional concept and price oriented consumer decision-making styles are positively correlated; academic self dimension and the quality of the pursuit of consumer decision-making styles are positively correlated; the charm of self dimension and the pursuit of quality, enjoy shopping, choose puzzle type and brand loyalty consumer decision making There is a positive correlation between style and style.
In this study, a certain extent make up for the shortcomings of existing similar research, considering the influence of social factors of contemporary college students' consumer self concept, and put forward the "traditional self compiled" concept. "College students self concept scale", and the scale has good reliability and validity.

【学位授予单位】：西安科技大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F014.5

【引证文献】