| “80后”消费者的购物决策风格与种群类别研究 |
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| 引用本文： | 薛海波.“80后”消费者的购物决策风格与种群类别研究[J].软科学,2008,22(3):57-62. |
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| 作者姓名： | 薛海波 |
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| 作者单位： | 上海财经大学,国际工商管理学院,上海,200433 |
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| 基金项目： | 上海财经大学研究生创新基金 |
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| 摘 要： | 首次采用CSI量表对386名80后消费者施测,以测量80后消费者的购物决策风格。通过探索性因子分析和验证性因子分析,提出了反映80后消费者购物决策风格的8因子模型,包括新颖时尚、难以决策、追求完美、重视品牌、购物享乐、习惯忠诚、冲动购物和价格敏感因子。采用聚类分析,将80后消费者划分为3个种群类别,即慎重务实型、困惑乐天型和冲动慕名型。最后,探讨了对企业营销实践的启示。
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| 关 键 词： | 80后消费者 购物决策风格 因子分析 聚类分析 |
| 文章编号： | 1001-8409(2008)03-0057-06 |
| 修稿时间： | 2007年8月31日 |
An Empirical Study on After 80s Consumers' Decision-making Styles |
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| XUE Hai-bo.An Empirical Study on After 80s Consumers' Decision-making Styles[J].Soft Science,2008,22(3):57-62. |
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| Authors: | XUE Hai-bo |
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| Abstract: | The study investigates 386 after 80s consumers randomly by using Consumer Styles Inventory(CSI) for the first time to measure the after 80s consumers' decision-making styles.Based on exploratory factor analysis(EFA) and confirmatory factor analysis(CFA),the study develops a eight-factor model to reflect after 80s consumers' decision-making styles including novelty-fashion conscious,confused by over-choice,seeking perfection,brand consciousness,recreational,habitualbrand-loyal,impulsiveness and price consciousness.Three groups are divided after cluster analysis has been conducted,including careful and pragmatic consumer,confused by over-choice consumer and impulsiveness consumer.The suggestion of the conclusion of this study for marketing practice is discussed at the end of the paper. |
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| Keywords: | after 80 consumer decision-making styles factor analysis cluster analysis |
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