网购者自我概念与消费决策风格的关系

The Relation between the Self- concept and Consumer Decision- making Style of the Online Shoppers

目的：探讨网购者自我概念与其消费决策风格的关系。方法：采用纳西自我概念量表、网购者消费决策风格问卷对249名网购者进行调查。结果：男性网购者更追求时尚新奇（t＝－4．237，P＜0．01），女性网购者则倾向于选择困扰（t＝3．057，P＜0．01）；随月支配金额的增加追求时尚新奇出现递增趋势（F＝12．421，P＜0．01），月支配金额在1000～4000元之间网购以娱乐休闲为主（F＝10．736，P＜0．01）且网购时选择困扰程度最大（F＝9．527，P＜0．01）；相关分析表明，自我概念量表大多数因子与网购消费决策风格3个因子呈显著性正相关（ r＝0．131～0．242），自我行动与选择困扰呈显著性负相关（r＝－0．139）；回归分析显示，心理自我、生理自我、社会认同和自我行动对网购者消费决策风格有显著的预测作用。结论：自我概念对网购者消费决策风格的影响较大。

Objective：To explore the relationship between self -concept and consumer decision -making style.Methods：249 online shoppers（40.96%wen,49.04%women） in Hanzhong of china completed self-concept questionnaire,and consumer decision-making style questionnaire.Results：There was significant gender difference in online shopping consumer decision -making style, in which men scored significant higher than women in fashion novelty factor,women scored significant higher than men in choose factor.There was increasing trend in the pursuit of fashion novel with the increase of the power （F=12.421,P 〈0.01）,The online shoppers with monthly disposal amount between 1000 and 4000 mainly consume for entertainment and leisure（F=10.736,P〈10.736） and had the most online choose plaguing（ F=9.527,P〈0.01）;Correlation analysis showed that the variable of self-concept had signif-icant positive correlation with the three factors of the consumer decision -making style （ r =0.131 ～0.242）, the self -action had significant negative correlation with the choose bothering factor （ r =0.139）.Regression analysis found that consumer decision-making styles was best predicted by the psychology,physiology,social identity and action of self-concept.Conclusion：These findings suggest that self concept has bigger influence on the consumer decision-making style of the network shoppers.