消费者决策型态的产品信号组合解构

An Explanation of the Product Signal Mix of Consumer Decision-making Styles

消费决策型态体现了消费者的决策个性,是消费者识别和选购商品的一般心理定位,而信息经济学认为消费者与企业之间形成委托-代理关系,产品信号对消费者认知价值具有重要作用。不同决策个性的消费者对产品信号组合的反应不同,数据显示:完美主义、忠诚习惯、新潮时尚、决策依赖和品牌认知五种消费者决策型态与组合态下的产品质量、价格、功能、品牌、款式等信号存在显著关系。

Consumer decision - making styles embody consumers＇ decision -making personalities and are the general psychological positioning for consumers to identify and choose commodities. According to information economics, the principal - agency relationship is formed between consumers and enterprises, and product signals have great influence on the cognition of consumers. Consumers with different decision - making personalities have different reactions to product signal mix. The data show that the five consumer decision - making styles of perfectionism, brand - loyalty orientation, novelty - fashion consciousness, decision - making dependence and brand consciousness have significant relationship with the product signals of quality,price,function,brand and style in the mixed style.