本文關(guān)鍵詞：大學(xué)生消費(fèi)者自我概念及其與消費(fèi)決策風(fēng)格關(guān)系研究　出處：《西安科技大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

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【摘要】： 消費(fèi)者自我概念是消費(fèi)者行為研究的核心內(nèi)容之一,是影響消費(fèi)行為的重要因素。大學(xué)生群體已成為我國(guó)主要消費(fèi)群體之一,但大學(xué)生消費(fèi)者自我概念研究尚處于起步階段,大學(xué)生自我概念模型、研究工具及其他相關(guān)研究尚不完善。本文旨在研究大學(xué)生消費(fèi)者自我概念模型及其影響因素,及大學(xué)生消費(fèi)者自我概念與消費(fèi)決策風(fēng)格的關(guān)系。 本文首先分析和總結(jié)了消費(fèi)者自我概念、消費(fèi)決策風(fēng)格及我國(guó)大學(xué)生消費(fèi)行為研究的成果及動(dòng)態(tài)。并在此基礎(chǔ)上,提出本文假設(shè);其次,本文以問(wèn)卷調(diào)查為主要方式,對(duì)大學(xué)生消費(fèi)者自我概念及其與消費(fèi)決策風(fēng)格的關(guān)系進(jìn)行針對(duì)性調(diào)查;再者,借助SPSS軟件對(duì)前述調(diào)查數(shù)據(jù)進(jìn)行科學(xué)統(tǒng)計(jì)和分析。研究結(jié)果顯示:①大學(xué)生消費(fèi)者自我概念存在社交自我、傳統(tǒng)自我、學(xué)業(yè)自我及魅力自我四個(gè)維度;②大學(xué)生消費(fèi)者自我概念四個(gè)維度之間存在相關(guān)關(guān)系:社交自我與學(xué)業(yè)自我、魅力自我維度之間存在正相關(guān)關(guān)系;傳統(tǒng)自我與學(xué)業(yè)自我維度之間存在正相關(guān)關(guān)系;學(xué)業(yè)自我與魅力自我維度之間存在正相關(guān)關(guān)系;③年級(jí)、性別、家庭區(qū)位及專業(yè)因素分別影響大學(xué)生消費(fèi)者自我概念的不同維度;④大學(xué)生消費(fèi)者自我概念與大學(xué)生月消費(fèi)金額之間存在相關(guān)關(guān)系:傳統(tǒng)自我維度與月消費(fèi)金額存在負(fù)相關(guān)關(guān)系,魅力自我維度與月消費(fèi)金額存在正相關(guān)關(guān)系;⑤大學(xué)生消費(fèi)者自我概念與消費(fèi)決策風(fēng)格存在相關(guān)關(guān)系:社交自我維度與品質(zhì)追求型、購(gòu)物享受型和選擇多樣型消費(fèi)決策風(fēng)格呈現(xiàn)正相關(guān)關(guān)系;傳統(tǒng)自我維度與價(jià)格導(dǎo)向型消費(fèi)決策風(fēng)格呈現(xiàn)正相關(guān)關(guān)系;學(xué)業(yè)自我維度與品質(zhì)追求型消費(fèi)決策風(fēng)格呈現(xiàn)正相關(guān)關(guān)系;魅力自我維度與品質(zhì)追求型、購(gòu)物享受型、選擇困惑型及品牌忠誠(chéng)型消費(fèi)決策風(fēng)格呈現(xiàn)正相關(guān)關(guān)系。 本研究一定程度上彌補(bǔ)了已有類似研究存在的不足,充分考慮了影響當(dāng)代大學(xué)生消費(fèi)者自我概念的社會(huì)因素,并提出了“傳統(tǒng)自我”概念。編制了《大學(xué)生消費(fèi)者自我概念量表》,且該量表具有較好的信度和效度。
[Abstract]:Consumer self concept is one of the core content of consumer behavior research, is an important factor affecting consumer behavior. College students has become one of the major consumer groups in China, but the research on College Students' self concept of consumers is still in the initial stage, the college students' self concept model, research tools and other related research is still not perfect. This paper aims to research on College Students' self factors of consumers the conceptual model and its influence, and the relationship between College Students' consumer self-concept and consumption decision style.
This paper first analyzes and summarizes the consumer self concept, achievement and dynamic study of consumer decision-making style and consumer behavior of Chinese college students. And on this basis, this paper put forward hypothesis; secondly, based on the questionnaire survey as the main way of consumer self concept of college student and the consumption decision style for investigation; moreover, with the help of SPSS software, scientific statistics and analysis of the survey data. The results showed that consumer self concept of college student social self, the traditional four dimensions of self, self academic self and charm; there is a relationship between the four dimensions of consumer self concept of college student: social self and academic self, there is a positive correlation between self charm dimensions; the traditional self have positive correlation with academic self dimension; positive between academic self and self dimension Charm Correlation between the grade; gender, family location and different dimensions of professional factors influence consumer self concept of college student; there is a relationship between the students of consumer self concept and students' monthly consumption amount: there is a negative correlation between the traditional concept and the amount of monthly consumption, there is a positive correlation between the charm of self dimension and the amount of monthly consumption; correlation the relationship between College Students' self concept and consumer consumption decision style: social self dimension and the pursuit of quality, shopping enjoyment and variety type consumption decision style shows a positive correlation; the traditional concept and price oriented consumer decision-making styles are positively correlated; academic self dimension and the quality of the pursuit of consumer decision-making styles are positively correlated; the charm of self dimension and the pursuit of quality, enjoy shopping, choose puzzle type and brand loyalty consumer decision making There is a positive correlation between style and style.
In this study, a certain extent make up for the shortcomings of existing similar research, considering the influence of social factors of contemporary college students' consumer self concept, and put forward the "traditional self compiled" concept. "College students self concept scale", and the scale has good reliability and validity.

【學(xué)位授予單位】：西安科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F014.5

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前4條

1 夏玲;大學(xué)生品牌依戀問(wèn)卷的編制及其與自我概念關(guān)系的研究[D];浙江師范大學(xué);2011年

2 王良波;大學(xué)生可持續(xù)消費(fèi)研究[D];湖南師范大學(xué);2011年

3 盧澤華;中國(guó)老齡消費(fèi)者自我概念與購(gòu)買決策風(fēng)格關(guān)系研究[D];吉林大學(xué);2010年

4 魏平;時(shí)尚生活方式、自我概念對(duì)消費(fèi)者購(gòu)買意愿的影響研究[D];浙江理工大學(xué);2012年

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本文編號(hào)：1398391