客家籍与潮汕籍大学生消费决策风格比较研究  

A Comparative Study of Consumer Decision-making Styles Among College Students of Hakka and Chaoshan Origins

作　　者：侯秋霞[1] 黄妍珊[1] 张晓丽[1] 

机构地区：[1]嘉应学院教育科学学院,广东梅州514015

出　　处：《韩山师范学院学报》2013年第2期73-78,共6页Journal of Hanshan Normal University

基　　金：广东省普通高校人文社科省市共建重点研究基地嘉应学院客家研究所招标课题(10YKT09)

摘　　要：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。The research adopted 550 college students of Hakka and Chaozhou-Shantou origins and conducted, 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＂ , ＂entertain- ment＂, ＂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 regions.

关 键 词：客家籍 潮汕籍 大学生 消费者决策风格 

分 类 号：B848[哲学宗教—心理学]