消费者生活方式与物质主义价值观的相关性研究

The Correlation Study of Consumers' Lifestyle and Materialism Values

本文主要研究生活方式与物质主义价值观的相关关系。基于495位消费者的问卷调查数据,借助因子分析方法,探索出11个生活方式因子,利用这11个因子进行聚类分析,将调查样本划分为5个子市场。随后,用方差分析法分析得出结果:5个子市场在物质主义价值观上有显著性差异,并用最小显著差异法进行两两比较,确认了具有不同生活方式的消费者在物质主义价值观上的差别。

This paper mainly studies the correlation between lifestyle and materialism values. By using factor analysis, 11 lifestyle factors are explored based on the survey data of 495 consumers, the survey sample is divided into five sub-markets via clustering analysis with the 11 factors. Subsequently, it is concluded that five sub- markets of consumers in materialistic values have significant difference using variance analysis, and it is con- firmed that the different lifestyles of consumers in the materialistic values are significantly different with least significant difference method for comparisons of every two sub-markets.