珍珠首饰网购消费者享乐性和功利性决策风格比较研究  

Comparative Study on Hedonic and Utilitarian Decision-Making Style of Online Pearl Jewelry Consumer

作　　者：王萍[1] 张宽裕[2] 郭锐[1] WANG Ping;ZHANG Kuanyu;GUO Rui(School of Economics and Management,China University of Geosciences,Wuhan 430074,China;Capital Construction Department,China University of Geosciences,Wuhan 430074,China)

机构地区：[1]中国地质大学经济管理学院,湖北武汉430074 [2]中国地质大学基建处,湖北武汉430074

出　　处：《宝石和宝石学杂志》2018年第2期67-73,共7页Journal of Gems & Gemmology

基　　金：中国地质大学(武汉)数字化商务管理研究中心开放基金

摘　　要：在CSI(Consumer Style Inventory)基础上,开发了珍珠首饰网购消费者决策风格量表,提出6个维度模型:时尚完美意识、自我娱乐意识、个人风格意识、价格品质意识、选择困惑和网络媒体意识。采用聚类分析试分为享乐性和功利性两类决策风格群体。运用独立样本T检验比较两类群体,发现享乐性和功利性两类珍珠首饰决策风格群体在时尚完美意识、自我娱乐意识、价格品质意识、选择困惑和网络媒体意识5个维度上差异显著,仅在个人风格意识上无显著差异。假设验证结果显示,享乐性决策风格的珍珠首饰消费者更倾向时尚完美意识、自我娱乐意识、价格品质意识和更容易面临选择困惑,功利性决策风格的珍珠首饰消费者更倾向网络媒体意识。研究证明,珍珠首饰网购消费者决策风格受到享乐性和功利性动机的影响,享乐性动机更占优势。Based on CSI(Consumer Style Inventory),this article developed online pearl jewelry consumer’s decision-making style scale to investigate and propose six dimensional model,including fashion and perfection consciousness,self entertainment consciousness,personal style consciousness,value and quality consciousness,confused of choice and network media consciousness.The subjects were divided into two groups both hedonic and utilitarian decision-making style by cluster analysis.As comparison of two groups with independent sample T-tests,it showed that both hedonic and utilitarian decision-making styles have significant difference in fashion and perfection consciousness,self entertainment consciousness,value and quality consciousness,confused of choice and network media consciousness,which haven’t significant difference only in personal style consciousness.The results of hypothesis verification indicated that pearl jewelry consumers of hedonic decision-making style are more prone to fashion and perfection consciousness,self entertainment consciousness,value and quality consciousness and easier to face confused of choice,while pearl jewelry consumers of utilitarian decision-making style tend to network media consciousness.This research proved that decision-making style of online pearl jewelry consumers is influenced by hedonic and utilitarian motivations,and hedonic motivation is more dominate.

关 键 词：珍珠首饰 网购 决策风格 购物动机 享乐性 功利性 

分 类 号：TS93[轻工技术与工程] F273[经济管理—企业管理]