社区老年人消费决策风格及其与自我概念的关系

The Study on the elderly Consumer Decision-Making Styles and its Relationship with Self-Concept

通过问卷调查的方式,使用探索性因素分析、验证性因素分析和逐步多元回归分析等统计方法,研究发现:老年人消费决策风格量表由五个维度构成,分别为完美主义-品牌、新潮时尚、休闲娱乐、犹豫困惑和经济实惠;老年人消费决策风格量表具有良好的信、效度指标;老年人消费决策风格量表的五个维度与自我概念中某些因子相关显著,且自我概念中的某些因子能够预测其消费决策风格。

The purpose of the present study is to work out the dimensionality and scale of the elderly people＇ s consumption decision style. A second purpose is to illustrate the relationship between self - concept and the elderly＇ s consumption decision making styles. The study is conducted through questionnaire investigation way, exploratory factor analysis, confirmatory factor analysis, analysis of variance and linear regression, etc. , and we get the following conclusions： Exploratory factor analysis and confirmatory factor analysis indicate the old consumption decision making style amount have five factors, namely perfectionist and brand orientation, novelty and fashion -conscious orientation, recreational and hedonistic orientation, confused by over choice orientation, and price -conscious and value -for-money orientation. The scale is reliable and available. Five factors of the old consumption decision making style and ten factors of self - concept are greatly related. And parts of self - concept factors have predicting function to some factors of the old consumption decision - making style.