大学生消费决策及其影响因素的研究

【作者】 孙明遐；

【导师】 余嘉元；

【作者基本信息】 南京师范大学 ， 应用心理学， 2005， 硕士

【摘要】 本研究主要目的是探讨各人口统计变量对购买决策卷入、感知风险和商品熟悉度的影响,为市场细分和制定有效的营销策略提供参考;并试图从心理过程本身研究购买任务特征、消费者个性特点、购买决策卷入、感知风险和商品熟悉度对消费决策的决策策略和决策品质的影响。 研究采用信息板呈现技术和量表相结合的方法,对江苏省南京师范大学(本科部和研究生部)、南京金肯学院和泰州师范专科学校三所高校的207名大学生进行消费决策及其影响因素的实证研究。 研究发现,任务特征变量(包括呈现的商品数目)、消费者的个性特征和对商品的熟悉度、购买决策卷入、感知风险水平的交互作用,影响消费者使用怎样的决策策略,进而影响到决策的品质好坏。其中的任务特征变量直接作用于决策策略,购买决策卷入与感知风险对决策品质有显著的影响,消费者的个性特征和商品熟悉度通过任务特征、购买决策卷入和感知风险间接作用于决策策略和决策品质。更多还原

【Abstract】 The central purpose of this thesis is to explore how the demographic variables impact on purchase decision involve, perceived risk and product familiarity. So we can provide reference for market segmentation and establishing effective marketing strategies. And we try to discuss how purchase task character, consumers’ personality, purchase decision involve, perceived risk and product familiarity impact on decision strategy and decision quality of purchase decision, from the point of view of psychological process.The main methods adopted are information display board and scales. The researcher conducts the consume decision experiment on 207 university students from Nanjing Normal University, Nanjing jinken college and Taizhou normal college.The research show that the interaction of purchase task character, consumer personality, purchase decision involve, perceived risk and product familiarity impact on what decision strategies the consumer choose and the decision quality. Of the five factors, purchase task character influence decision strategies directly, purchase decision involve and perceived risk affect decision quality evidently, consumers’ personality and product familiarity affect decision strategies and decision quality indirectly by purchase task character, purchase decision involve and perceived risk.更多还原