CAJ | 학술논문

采用Sproles编制的消费者决策风格问卷(CSI)对550名客家籍和潮汕籍大学生的消费决策风格的差异进行探测.结果表明:客家籍与潮汕籍大学生在“新潮时尚”、“忠诚习惯”消费决策风格上存在差异;男女大学生在“品牌导向”、“休闲娱乐”、“新奇趣味”和“价格敏感”等消费决策风格上存在差异;农村和城镇大学生在“新潮时尚”和“重视质量”消费决策风格上存在差异;客家籍和潮汕籍与性别对大学生消费决策风格中“休闲娱乐”的交互作用明显;客家籍和潮汕籍与城乡来源对大学生消费决策风格中“口碑影响”的交互作用明显.
채용Sproles편제적소비자결책풍격문권(CSI)대550명객가적화조산적대학생적소비결책풍격적차이진행탐측.결과표명:객가적여조산적대학생재“신조시상”、“충성습관”소비결책풍격상존재차이;남녀대학생재“품패도향”、“휴한오악”、“신기취미”화“개격민감”등소비결책풍격상존재차이;농촌화성진대학생재“신조시상”화“중시질량”소비결책풍격상존재차이;객가적화조산적여성별대대학생소비결책풍격중“휴한오악”적교호작용명현;객가적화조산적여성향래원대대학생소비결책풍격중“구비영향”적교호작용명현.
The research adopted 550 college students of Hakka and Chaozhou-Shantou origins and con?ducted, analyzed with CSI. And the results indicated what there are differences in consumer decision-making styles of Hakka and Chaozhou-Shantou students . There are differences in“fashion”、“habit”in consumer decision-making styles among students of different origins; there are differences in “brand”、“entertainment”、“novelty” and “price sensitive”among boys and girls; there are differences in“fashion”、“quality consciousness”among urban and rural college students; there are differences in“entertainment”between different genders and regions; there are differences in“public praise”of different family backgrounds and re?gions.