摘要
目的了解大学生作为特殊的消费群体其消费决策风格的特点,并分析这种消费决策风格与控制点的关系。方法采用Sproles和Kendall所编制的消费者决策风格问卷(CS I)和内控、有势力的他人及机遇量表(IPC),对温州地区490名在校大学生施测。结果男女大学生在消费决策风格因子(休闲娱乐、品质-金钱和决策困惑导向)上差异显著,女生得分显著高于男生(在休闲娱乐上,t=-9.178,P<0.01;在品质-金钱上,t=-2.230,P<0.01;在决策困惑导向上,t=-4.567,P<0.01);不同年级的大学生在产品风格和决策困惑导向2因子上差异显著(在产品风格上,F=3.13,P<0.01;在决策困惑导向上,F=6.515,P<0.01);农村/城镇/城市大学生在品牌时尚、产品风格和品质-金钱导向3因子上差异显著(在品牌时尚上,F=9.354,P<0.01;在产品风格上,F=6.351,P<0.01;在品质-金钱导向上,F=3.118,P<0.01);不同消费水平大学生在消费决策风格因子(休闲娱乐、品牌时尚、产品风格、品质-金钱导向、节省和决策困惑导向)上差异显著(在休闲娱乐上,F=3.912,P<0.01;在品牌时尚上,F=12.132,P<0.01;在产品风格上,F=7.058,P<0.01;在品质-金钱导向上,F=3.616,P<0.01;在节省上,F=7.219,P<0.01;在决策困惑导向上,F=2.381,P<0.01)。内控性、有势力的他人及机遇可以预测消费决策风格各因子。结论大学生消费决策风格存在性别、年级、城乡、消费水平上的差异,控制点可以在某种程度上预测消费决策风格。
Objective To investigate the characteristics of college students＇ consumer decision-making style and the relationship between the consumer decision-making style and locus of control.Methods A total of 490 college students were investigated with two scales： the Consumer Styles Inventory（CSI）,developed by Sproles and Kendall;Internality,Powerful Others,and Chance Scale（IPC）.Results The characteristics of college students＇ consumer decision-making style were the following： Male college students were significant less than female in the consumer decision-making style,especially according to the orientation of leisure,quality-money,decision-making confusion（according to orientation of leisure,t=-9.178,P〈0.01;according to quality-money,t=-2.230,P〈0.01;according to decision-making confusion,t=-4.567,P〈0.01）;the effect of grades was significant,according to the orientation of products style and decision-making confusion（according to products style,F=3.13,P0.01;according to decision-making confusion,F=6.515,P〈0.01）;and there were also significant difference among rural,urban,city students in the orientation of fashion brand,product style,and quality-money（according to fashion brand,F=9.354,P〈0.01;according to product style,F=6.351,P〈0.01;according to quality-money,F=3.118,P〈0.01）;the effect of different levels of consumer spending was also significant in the orientation of leisure,fashion brand,product style,quality-money,economization and decision-making confusion（according to leisure,F=3.912,P〈0.01;according to fashion brand,F=12.132,P〈0.01;according to product style,F=7.058,P〈0.01;according to quality-money,F=3.616,P〈0.01;according to economization,F=7.219,P〈0.01; according to decision-making confusion,F=2.381,P0.01）.Furthermore,Internality,Powerful Others and Chance could predict consumer decisionmaking style.Conclusion Background factors,such as gender,grade, urban/rural,consumer spending level,have effects on consuming-decision making styles.Locus of control can predict consumer decision-making style to some extent.
出处
《中国健康心理学杂志》
2011年第1期67-70,共4页
China Journal of Health Psychology
关键词
大学生
消费决策风格
控制点
College student
Consumer-decision making styles
Locus of control
作者简介
通讯作者E-miail：bianyufang66@126.com
