CAJ | 학술논문

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.
목적:탐토서남변강지구대학생충동성구매행위적일반특점.방법:채용《대학생충동성구매량표》대250명서남변강지구재교대학생진행수궤추양조사.결과여결론:재충동성구매급기각유도상,한족대학생화소수민족대학생병무명현차이;상대우남성대학생,녀성대학생재소비과정중유경강렬적정감반응,이왕적충동성구매경력대녀성산생적영향야비남성대학생소,도치재현행적구매과정중,녀성비남성경용역발생충동성구매행위;사회문화배경대우불동전업성질대학생적유력영향,표현재충동성구매적정감반응、충동성구매의원방면,수연문과생적반응정도명현고우이과생,단시재이왕충동성구매경력화현행적충동성구매행위상기본일치.
@@@@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.