大学生消费决策风格研究

发布时间：2018-04-29 05:22

本文选题：消费者决策风格 + 面子意识　；参考：《西北师范大学》2006年硕士论文

【摘要】： 随着买方市场的逐步形成与建立，消费决策风格已引起了心理学研究者的广泛关注，美国学者首开先河，其他国家的学者也步其后尘，研究领域虽有所拓宽，但还都只是局限于考察Sproles和Kendall编制的消费决策风格问卷的跨文化适用性以及各国消费者决策风格的异同。我国由于人口众多，已成为全球最大的消费市场，但是有关对我国消费者所作的研究却很少，尤其是涉及影响消费者决策风格的因素。本研究正是在此基础上设计的，以中国大学生为被试，在应用Sproles和Kendall的消费决策风格问卷时结合我国实际情况作适当修改编制出适合我国大学生的《大学生消费决策风格问卷》，主要探讨中国大学生的消费决策风格以及相关的因素诸如性别、认知方式、面子意识和风险厌恶等对消费决策风格的作用，及商品卷入程度和品牌知名度对购买决策的影响。本研究结果表明： (1)中国大学生消费决策风格包括三个维度，，分别是：新潮时尚型、品牌认知型和休闲娱乐型。这一三维模型较为合理，根据此模型编制出的问卷具有较好的信、效度。 (2)性别影响大学生消费决策风格，女生比男生追求新潮时尚和休闲娱乐。认知方式和情绪对大学生消费决策风格的影响不显著。 (3)就新潮时尚型、品牌认知型和休闲娱乐型三种消费者决策风格而言，消费者的面子意识、风险厌恶和家庭居住地的影响显著。面子意识高者追求新潮时尚，更看重品牌并且喜欢休闲娱乐购物。风险厌恶低者追求新潮时尚，来自城市的学生追求新潮时尚，喜欢休闲娱乐购物。 (4)大学生对商品的购买决策受商品卷入程度、价格和品牌知名度的影响。在喜欢度上，高卷入商品明显高于低卷入商品，知名品牌显著高于一般品牌。在购买意向上，低价格的商品是大学生的首选，其次是中等价位的商品，高档价位的商品基本上不在选择范围之内；知名品牌的购买意向高于一般品牌。最后在此研究结果基础上为商家提供了有效的营销策略，认为：商家一方面可以通过广告策略和商品策略开发潜在的大学生消费市场，另一方面可以通过分销策略和价格策略提高市场份额，为自己带来更多的商机。
[Abstract]:With the gradual formation and establishment of the buyer's market, consumer decision-making style has aroused the widespread concern of psychology researchers. American scholars are the first to follow suit, and scholars from other countries have followed suit, although the research fields have been broadened. However, it is only limited to examine the cross-cultural applicability of Sproles and Kendall's consumer decision style questionnaire and the similarities and differences of consumer decision-making styles in different countries. Because of its large population, China has become the largest consumer market in the world. However, there are few researches on Chinese consumers, especially on the factors affecting consumer decision-making style. This study was designed on this basis, taking Chinese college students as subjects. In the application of Sproles and Kendall's consumption decision style questionnaire, according to the actual situation of our country, we compile the "College Student consumption Decision-making style questionnaire", which is suitable for Chinese college students, and mainly discuss the consumption decision style of Chinese college students. And related factors such as sex, The effects of cognitive style, face consciousness and risk aversion on consumption decision style, and the influence of commodity involvement and brand popularity on purchasing decision. The results show that: 1) Chinese college students' consumption decision-making style includes three dimensions: trendy fashion, brand cognition and leisure and entertainment. The three-dimensional model is reasonable and the questionnaire based on this model has good reliability and validity. 2) gender influences the consumption decision style of college students, and girls pursue fashionable fashion and leisure and entertainment more than boys. The influence of cognitive style and emotion on college students' consumption decision style is not significant. 3) in terms of three kinds of consumer decision-making styles: trendy fashion, brand cognition and leisure and entertainment, the influence of face consciousness, risk aversion and family residence is significant. Face-conscious high-minded pursuit of fashion, more emphasis on brand and like leisure and entertainment shopping. The low risk averse pursues the trendy fashion, the students from the city pursue the trendy fashion, and they like leisure, entertainment and shopping. (4) the purchase decision of college students is influenced by the degree of involvement, price and brand popularity. In the degree of liking, the high-involvement commodity is obviously higher than the low-involvement commodity, and the famous brand is significantly higher than the general brand. In terms of purchase intention, low price goods is the first choice for college students, followed by middle price goods, high price goods are basically out of the scope of choice; the purchase intention of well-known brands is higher than that of general brands. Finally, based on the results of this study, it provides effective marketing strategies for merchants. On the one hand, merchants can develop the potential consumer market of college students through advertising strategies and commodity strategies. On the other hand, we can increase market share through distribution strategy and price strategy, and bring more business opportunities to ourselves.
【学位授予单位】：西北师范大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：C913.33

【引证文献】