中国消费者购买行为研究--基于儒家价值观与生活方式的视角

Chinese Consumer Purchasing Behavior Research——From the Perspective of Confucian Values and Lifestyles

中国儒家价值观直接或通过生活方式间接对中国消费者购买行为形成影响。作者选择手机消费进行实证分析,在问卷调查的基础上,借助探索性因子分析和确认性因子分析,验证、改良了儒家价值观、创建获得了生活方式两个度量量表。随后作者对中国儒家价值观、生活方式与顾客购买行为间的关系进行了结构方程模型检验,发现儒家价值观直接影响购买行为,通过生活方式间接影响购买行为。根据研究结果提出了一个全新的,基于儒家价值观和生活方式的市场划分方法(CCLS),帮助企业针对消费群体,定位、设计、生产、完善产品和实施有效的市场营销策略。

This research aims to investigate the direct influences of Chinese Confucian values and their indirect influences on Chinese consumer purchasing behaviors through the impact on lifestyles. The empirical research has been conducted in the context of mobile phone markets in Shanghai. On the basis of questionnaire survey, through exploratory and confirmatory factor analyses, two measurement scales of Chinese Confucian values and lifestyles are created and validated. The relationships of Confucian values, lifestyles and Chinese consumer purchasing behaviors are tested by the structural equation model. Findings indicate that Confucian values have direct influence on consumer purchasing behaviors and have indirect influence on consumer purchasing behaviors through the impact on lifestyles. Based on the research results, the author proposes a new CCLS （Chinese Confucian values and lifestyles segmentation） market segmentation method, which will help marketers design and position their products, and develop and implement their marketing strategies more effectively.