大学生人格特质与消费决策风格的关系研究  

Study on Relationship Between Personality Traits and Consumption Decision-Making Styles of College Students

作　　者：吴月姣 胡小兰[1] 

机构地区：[1]湖南人文科技学院教育科学系,湖南娄底417000

出　　处：《湖南人文科技学院学报》2015年第4期120-124,共5页Journal of Hunan University of Humanities,Science and Technology

摘　　要：为了解当代大学生人格特质与其消费决策风格之间的关系,采用《艾森克人格问卷》及《消费者决策风格问卷》进行问卷调查,结果发现:人格特质中的内外倾维度与决策风格类型中的高质量—完美认知导向、新奇—流行认知导向以及品牌认知—价格等于质量导向存在显著的正相关;神经质维度与决策风格中的冲动—粗心型存在显著正相关;掩饰性维度与消费决策风格的冲动—粗心型存在显著负相关。In this paper Eysenck Personality Questionnaire （EPQ-RSC） and the consumption decision-making style question- naire （CSI） are employed to identify the relationship between college students＇ consumption decision-making style and personality trait. Results show 1 ） significant correlation between dimension of Extraversion/Introversion （E） and decision-making style asso- ciated with high quality/perfection-oriented cognition, novelty/popularity-oriented cognition, brand-oriented cognition, and price- equal-to-quality oriented cognition ; 2） significant correlation between dimension of neuroticism and decision-making style associat- ed with impulsiveness/irresponsibility; 3 ） significant negative correlation between Lie Scale and decision-making style associated with impulsiveness/irresponsibility.

关 键 词：大学生 人格特质 消费决策风格 

分 类 号：F126.1[经济管理—世界经济]