福建省农村居民家电商品购买决策风格研究

The Study on Rural Residents' Purchase Decision-making Style of Household Goods in Fujian Province

随着农村居民消费能力的提升,家电商品逐渐成为家庭消费品的重要组成部分。农村居民家电商品购买决策风格受到价格、质量、品牌、功能等诸多因素影响,通过SCI量表开展主成分分析发现,福建省农村居民具有价格认知型、质量导向型等八种家电购物决策风格,通过聚类分析揭示,农村居民存在着价格认知型、功能适用型、崇尚品牌型和不重品牌型四种不同的消费群体,并与各群体的人口统计特征有着显著的相关性。

With the development of the rural residents＇ consumption ability, household goods have gradually become an important part of the consumer goods. Rural residents＇ purchase decision-making styles of home appliance commodity are affected by price, quality, brand, function and other factors. Through the principal component analysis of the SCI scale） it is found that there are eight kinds of household appliances shopping decision-making style among rural residents in Fujian province, such as the price cognition, quality orientation, etc. Based on cluster analysis, it is also revealed that there are four kinds of different consumer groups among rural residents, such as price perception, function type, advocate brand and not heavy brand type, which they are all significantly related to all groups＇ demographic characteristics.