您好,欢迎访问三七文档
当前位置:首页 > 商业/管理/HR > 销售管理 > _80后_消费者的购物决策风格与种群类别研究
20083223(99):2007-08-31:上海财经大学研究生创新基金资助项目(2006950127):薛海波(1980-),男,河南汤阴人,上海财经大学国际工商管理学院博士研究生,主要研究消费行为和品牌管理!一些社会学家认为80后一代是指1980年到1989年之间出生的人群,和美国的Y世代人群相对应∀80#薛海波(上海财经大学国际工商管理学院,上海200433):CSI38680,80,808,,803,,:80;;;:F71355;F2240∃∃∃∃:A∃∃∃∃:1001-8409(2008)03-0057-06AnEmpiricalStudyonAfter80sConsumers'Decision-makingStylesXUEHaibo(InternationalSchoolofBusinessAdministration,ShanghaiUniversityofFinanceandEconomics,Shanghai200433)Abstract:Thestudyinvestigates386after80sconsumersrandomlybyusingConsumerStylesInventory(CSI)forthefirsttmietomeasuretheafter80sconsumers'decision-makingstyles.Basedonexploratoryfactoranalysis(EFA)andconfirmatoryfactoranalysis(CFA),thestudydevelopsaeight-factormodeltoreflectafter80sconsumers'decision-makingstylesincludingnovelty-fashionconscious,confusedbyover-choice,seekingperfection,brandconsciousness,recreationa,lhabitual-brand-loya,lmipulsivenessandpriceconsciousness.Threegroupsaredividedafterclusteranalysishasbeenconducted,includingcarefulandpragmaticconsumer,confusedbyover-choiceconsumerandmipulsivenessconsumer.Thesuggestionoftheconclusionofthisstudyformarketingpracticeisdiscussedattheendofthepaper.Keywords:after80consumer;decision-makingstyles;factoranalysis;clusteranalysis∃∃∀80#!198011,,;,,%%,9000,,,∀80#,,,SprolesKendall∀#(Consumerdecision-MakingStyleInventory,CSI),∀80#,CSI,,,5720083223(99),,[1]1985SprolesKendall,,8,:SprolesKendall(1986),,,,8;,;,CSI,CSI,1990SprolesElizabethKendallSprolesGeorgeB[2]∀#:∀#∀#∀#∀#∀#,Hafstrometal(1992)[3],7,,CSI1993Durvasulaetal,8[4]CSI83,:,,1996Zotosetal[5]1998MitchellBates,10[6]FanXiao(1998)[7]5,:3,Hiuetal(2001)387,,5,:3:[8]Leoetal(2005)[9]3(Walshetal2001)[10]SprolesKendall(1986)CSI,CSICSI:(1)CSI,;(2)∀80#;(3)∀80#,;(4)∀80#(一)研究设计与过程,:(1)SprolesKendallCSI,FanXiao(1998)[7]Hiuetal(2001)[8](2001)[11],;(2)50,,44,5,∀1#∀#,∀5#∀#∀80#;(3),;(4),SPSS130,LISREL870,∀80#,∀80#(二)样本和数据收集∀80#,18~29386,:186(482%)200(518%);,18~2027(70%),21~23142(368%),24~26184(477%),27~2933(85%);85(220%)5820083223(99),26(67%),164(425%),34(88%),77(20%);,263%,218%,127%,105%,287%;,23(60%),10(26%),30(78%),100(259%),212(549%),11(28%);127(329%),259(671%);207(536%),179(464%);,197(510%),38(98%),134(347%),()17(44%);,200,201~600184(477%),601~1000147(381%),1001~150042(109%),150013(34%)(一)探索性因子分析SPSS130∀#44,∀#,∀1#,,04,04,(Cronbachs'),28,16,(Cronbachs')0733,16,Bartlett(Sig=0000),KMO0702,161,6,:!3,80;&3,80,;∋3,80,;(3,80;)2,80,,;∗2,80,,(Cronbachs')0571288%,6,SprolesKendall8,8,6,24,20,(Cronbachs')0787,Bartlett(Sig=0000),KMO0747,86,2,80;2,80,8(Cronbachs')0573104%,8,68168,1∃6868KMO=702;sig=0000;=733KMO=747;sig=0000;=787242415151151518452494124691246984520811300928160766213410672231407662050128104097074920721036233503749182911430524006931836917942681693----1657828550967823164310270626707541649824759213754----139869906620353613798618712885151380690173104515∃∃(二)验证性因子分析,LISREL870,LISREL870,2df2/dfRMSEANFINNFICFIIFIGFI:2/df5,;NFINNFICFIIFIGFI09,1;RMSEA008,0(Bollen1989;JoreskogSorbom1993;MedskerWillamsHolahan1994)(5920083223(99)2),8805,1,,,,8(3)2∃682P-valuedf2/dfRMSEANFINNFICFIIFIGFI619508000008921900560910930950950948281530000014219800510920940950960933∃808(Cronbachs'Alpha=787)(KMO=747;sig=0000)F1F2F3F4F5F6F7F8F1(=2494;=12469;Cronbachs'Alpha=845)Q151846-038101126136130025-007Q16818012140082263011168000Q17774015122097207056109-036F2(=2134;=10672;Cronbachs'Alpha=766)Q34,039827-001-006-149-034097066Q33-071810-001011061002108157Q36031790-035086038163111-013F3(=2072;=10362;Cronbachs'Alpha=749)Q03132018812142079098-077-055Q02,060-066791-017104070-150-048Q04157009781089032021212056F4(=1836;=9179;Cronbachs'Alpha=693)Q42,125030122851074015091-063Q41,025006-029829115170-012074Q09385104260547-070-087140-040F5(=1657;=8285;Cronbachs'Alpha=823)Q21265006141081855099026022Q23,315-057083088827111082107F6(=1649;=8247;Cronbachs'Alpha=754)Q37050093063089048879079-048Q38,102029109041128862023098F7(=1398;=6990;Cronbachs'Alpha=536)Q29,,∀#203062-040165017027801-028Q30,058309002-029086089748097F8(=1380;=6901;Cronbachs'Alpha=515)Q25143021-061-049-011053078849Q26-212195017048125-010-027759(Cumulative%)1246923140335034268150967592136620373104∃∃(三)聚类分析808,386K-Means,3,31,0,4,,4F,F,,:,::,,80126,,,6020083223(99)∀#4∃(n=386)FSig16890-20557010314220015-3614074731-2511156609000-1140619519-04896314704416470-608373139434787000-3807044502-0095922363000-37051394940191118949000-87565-231559129727441400006592-19669090783068048(/%)126/3264111/2876149/3860∃∃:,,80111,,,,∀#:,80149,,,80∀#,808(3),873104%FanXiao(1998)Hiuetal(2001)Radderetal(2006)[12]5(2001)11,SprolesKendall(1986)8,,8,SprolesKendall(1986)880,,,,∀in#/,/,,18,,8080,,,80,,,80,,880880,803:126(3264%)111(2876%)149(3860%),,,,,,∀,#,,,,,,,,∀#,,,,,,,,,,,40%,80∀#,,(OG'uinnandFaber1989;RookandHoch1985;Rook1987),,,,,,:[1]SprolesGeorgeB,KendallElizabethL.AMethodologyforProfilingConsumers'Decision-MarkingStyles[J].JournalofConsumerAffairs,1986,20(2):267-279.[2]SprolesElizabethKendal,lSprolesGeorgeB.ConsumerDecision-MakingStylesasaFunctionofIndividualLearningStyles[J].JournalofConsumerAffairs,1990,24(1
本文标题:_80后_消费者的购物决策风格与种群类别研究
链接地址:https://www.777doc.com/doc-1618802 .html