网络消费者购物决策风格对其网购行为的影响  

Analysis of relationship between online consumers' decision-making styles and their shopping behavior

作　　者：李莹[1] 林功成[2] 

机构地区：[1]深圳大学传播学院 [2]中山大学传播与设计学院

出　　处：《广告大观（理论版）》2015年第4期50-55,共6页Journal of Advertising Study

摘　　要：本文采用简化版的消费者决策风格量表对342名网购消费者进行测量,通过探索性因子分析,提出了反映中国网络消费者购物决策风格的五因子模型,包括"质量导向"、"时尚-流行导向"、"价格导向"、"困惑-从众导向"以及"习惯-品牌忠诚导向"。进而讨论人口变量对网购决策风格的影响,以及决策风格对网购行为的影响。The study investigates 342 online consumers by using simplified version of Consumer Style Inventory to measure their decision-making styles. Based on exploratory factor analysis, the study develops a five-factor model to reflect online consumers＇ decision-making styles, including high-quality conscious, novelty-fashion conscious, price conscious and value for money, confused by over choice conscious, and habitual and brand-loyal. The study further discusses the influence of demographic factors on consumers＇ decision-making styles and its influence on their online shopping behavior.

关 键 词：网购 决策风格 问卷调查 

分 类 号：F713.55[经济管理—市场营销]