青年消费者决策型态研究——兼谈中外大学生消费决策行为的差异

Young Consumer Decision-making Styles——Difference in Decision-making between College Students at Home and Abroad

消费决策型态体现了消费者的决策个性和消费价值观。调查结果显示,中国大学生消费决策型态呈现多维性,并在经济实惠型、粗心冲动型和信息利用型三个方面与其他国家大学生呈现明显差异。中国大陆和台湾地区大学生消费决策的族群特征具有很大的相似性,同时与其他国家大学生消费决策族群有差异性。

Consumer decision-making style reflects the personality and values of consumers. Data analysis indi- cates that the consumer decision-making style of college students has become multi-dimensional. What＇ s more, they are different from their counterparts in other countries at the ＂value for money＂ consciousness, compulsive and information use. There are great similarities in clusters based on consumer decision-making style between the college students from Taiwan and China's Mainland than students from other countries.