本文選題：消費者決策風(fēng)格 + 面子意識　； 參考：《西北師范大學(xué)》2006年碩士論文

【摘要】： 隨著買方市場的逐步形成與建立，消費決策風(fēng)格已引起了心理學(xué)研究者的廣泛關(guān)注，美國學(xué)者首開先河，其他國家的學(xué)者也步其后塵，研究領(lǐng)域雖有所拓寬，但還都只是局限于考察Sproles和Kendall編制的消費決策風(fēng)格問卷的跨文化適用性以及各國消費者決策風(fēng)格的異同。 我國由于人口眾多，已成為全球最大的消費市場，但是有關(guān)對我國消費者所作的研究卻很少，尤其是涉及影響消費者決策風(fēng)格的因素。本研究正是在此基礎(chǔ)上設(shè)計的，以中國大學(xué)生為被試，在應(yīng)用Sproles和Kendall的消費決策風(fēng)格問卷時結(jié)合我國實際情況作適當(dāng)修改編制出適合我國大學(xué)生的《大學(xué)生消費決策風(fēng)格問卷》，主要探討中國大學(xué)生的消費決策風(fēng)格以及相關(guān)的因素諸如性別、認(rèn)知方式、面子意識和風(fēng)險厭惡等對消費決策風(fēng)格的作用，及商品卷入程度和品牌知名度對購買決策的影響。 本研究結(jié)果表明： (1)中國大學(xué)生消費決策風(fēng)格包括三個維度，，分別是：新潮時尚型、品牌認(rèn)知型和休閑娛樂型。這一三維模型較為合理，根據(jù)此模型編制出的問卷具有較好的信、效度。 (2)性別影響大學(xué)生消費決策風(fēng)格，女生比男生追求新潮時尚和休閑娛樂。認(rèn)知方式和情緒對大學(xué)生消費決策風(fēng)格的影響不顯著。 (3)就新潮時尚型、品牌認(rèn)知型和休閑娛樂型三種消費者決策風(fēng)格而言，消費者的面子意識、風(fēng)險厭惡和家庭居住地的影響顯著。面子意識高者追求新潮時尚，更看重品牌并且喜歡休閑娛樂購物。風(fēng)險厭惡低者追求新潮時尚，來自城市的學(xué)生追求新潮時尚，喜歡休閑娛樂購物。 (4)大學(xué)生對商品的購買決策受商品卷入程度、價格和品牌知名度的影響。在喜歡度上，高卷入商品明顯高于低卷入商品，知名品牌顯著高于一般品牌。在購買意向上，低價格的商品是大學(xué)生的首選，其次是中等價位的商品，高檔價位的商品基本上不在選擇范圍之內(nèi)；知名品牌的購買意向高于一般品牌。 最后在此研究結(jié)果基礎(chǔ)上為商家提供了有效的營銷策略，認(rèn)為：商家一方面可以通過廣告策略和商品策略開發(fā)潛在的大學(xué)生消費市場，另一方面可以通過分銷策略和價格策略提高市場份額，為自己帶來更多的商機。
[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.
【學(xué)位授予單位】：西北師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2006
【分類號】：C913.33

【引證文獻】

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相關(guān)碩士學(xué)位論文 前10條

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2 郭蔚;網(wǎng)上購物消費者人格類型、人際信任水平與購物決策風(fēng)格的關(guān)系研究[D];福建師范大學(xué);2008年

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8 韓殊梅;網(wǎng)購者的人格特質(zhì)、行為模式與消費決策風(fēng)格的關(guān)系研究[D];哈爾濱師范大學(xué);2012年

9 陳艷艷;大學(xué)生人格特質(zhì)與網(wǎng)絡(luò)購物決策風(fēng)格的關(guān)系研究[D];南昌大學(xué);2012年

10 馬紅梅;農(nóng)民醫(yī)療消費決策風(fēng)格及其與收入的關(guān)系研究[D];南昌大學(xué);2012年

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