| 西南边疆地区大学生冲动性购买行为研究 |
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| 引用本文： | 刘振会.西南边疆地区大学生冲动性购买行为研究[J].蒙自师范高等专科学校学报,2013(2):122-125. |
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| 作者姓名： | 刘振会 |
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| 作者单位： | 红河学院教师教育学院,云南蒙自661100 |
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| 摘 要： | 目的:探讨西南边疆地区大学生冲动性购买行为的一般特点.方法:采用《大学生冲动性购买量表》对250名西南边疆地区在校大学生进行随机抽样调查.结果与结论:在冲动性购买及其各维度上,汉族大学生和少数民族大学生并无明显差异;相对于男性大学生,女性大学生在消费过程中有更强烈的情感反应,以往的冲动性购买经历对女性产生的影响也比男性大学生少,导致在现行的购买过程中,女性比男性更容易发生冲动性购买行为;社会文化环境对于不同专业性质大学生的有力影响,表现在冲动性购买的情感反应、冲动性购买意愿方面,虽然文科生的反应程度明显高于理科生,但是在以往冲动性购买经历和现行的冲动性购买行为上基本一致.
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| 关 键 词： | 西南边疆地区 大学生 冲动性购买 |
Research on Impulsive Buying of Undergraduate of Southwest Border Areas |
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| Abstract: | Objective To investigate the general characteristics of undergraduate impulsive buying behavior in the southwest border areas.Methods 250 undergraduate sampled from Honghe University were investigated with a questionnaire named Undergraduate Impulsive Buying Scale.Results and Conclusions On the Undergraduate Impulsive Buying Scale and its dimension,there is no significant difference between Han and ethnic minorities’ undergraduate;Relative to male students,female students have more strongly emotional reaction in the consumption process,and the past impulse buying experience have more impact on female students than on male students.So that women are prone to impulsive buying behavior in the current purchase process.There are powerful impact from the social and cultural environment on students of different professional nature,although the degree of Liberal arts students is significantly higher than Science students at emotional reaction and impulsive purchase intention,they are consistent at the past impulse buying experience and current impulse buying behavior. |
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| Keywords: | Southwest border areas Undergraduate Impulsive buying |
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